( Felins logo )

Milwaukee, Wis.-based packaging company Felins USA Inc. is rebranding with a new logo, positioning and website, at felins.com.

The rebrand, which focuses on sustainability and innovation in packaging, represents Felins’ growth in the past several decades and an outlook on the future, according to a news release.

Felins helps companies across the globe minimize waste and increase efficiency by optimizing their end-of-line packaging processes, according to the release.

The company’s equipment include paper and plastic banders that seal with heat or ultra-sonics; automatic rubber banding machines; shrink wrappers; stretch film solutions; and strapping machines. Services include installation and support, materials and parts.

“We listen carefully and come up with alternatives that are good for the bottom line and good for the environment — truly, sustainability at its best,” said CEO Andrew Barrieau in a news release.

“Our company is nearly one hundred years old and the old brand looked it. The new brand represents who we are and where we’re going.”

Felins’ new tagline — Simplify. Solve. Sustain. — reflects Felins’ focus on environmental, economic and operational sustainability, according to the release.