PACCO’s trajectory begins long before it became a reference in thermos bottles and premium well-being accessories. Founder Bridilla Gobbi hand-sewed bags at home using a sewing machine she got when she was 15.
“I made one bag a month. When I received an order for 900 pieces without even having a CNPJ, I said ‘yes'”, he recalls. The episode, caused by a chance meeting with a TNG professional, became a turning point: “I called my mother and said: ‘I closed 900 bags.’ She replied, ‘You’re crazy.’ But I said I would deliver.”
The completed delivery opened a corporate supply path and served as the seed of what would become PACCO. In 2013, a friend asked Bridilla to transform a traditional bag into a thermal version. “I said right away: I’m not going to make it just for you, I’m going to make it for everyone and it’s going to be called PACCO”, says the brand’s founder.
The name pays homage to the Italian grandfather, who always came downstairs asking about the “packages” (package in Italian) that she produced. The first collection of thermal lunch boxes was born there, with a strong influence from the healthy eating movement that was beginning to gain strength on social media at the time.
Today, the company’s operation is led by Victor Trapp, Bridilla’s husband and CEO of the company, while she remains in charge of marketing and institutional construction of the brand.
The entrepreneurial couple participated in the series From Zero to Top which has the support of , and will tell the stories of entrepreneurs who invested in transforming their business.
The discovery of the bottles
The big leap came on a trip to the United States. Visiting stores like Lululemon, Target and lifestyle boutiques, Bridilla noticed something that didn’t yet exist in Brazil: the habit of carrying reusable bottles as a style accessory.
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“No one carried a bottle in their hand in Brazil five years ago. I saw that and thought: there’s a huge opportunity here”, he says.
With the support of his brother-in-law, an import specialist, the company brought the first models to Brazil and exhibited them at the Natural Tech fair. Acceptance was immediate. In 2019, during another trip, the couple discovered an instant clothing customization service. “I immediately thought: imagine this in a bottle?” says Victor. The company imported the technology and started real-time personalization for both consumers and businesses.
“Brands arrived asking: can you put my logo on the bottle?”, he remembers. “It was the beginning of our corporate channel, which today represents a relevant share of revenue”, says Bridilla.
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Despite accelerated growth, the company faced structural challenges. That’s when Victor Trapp, Bridilla’s husband and until then an insurance executive, came in to reorganize processes, finances and operations.
The restructuring boosted the brand. “PACCO grew 12 times and went from 7 to 106 employees in three years,” says Trapp. In 2024, Victor took over as CEO.
The unexpected acceleration in the pandemic
With COVID-19, while many businesses faced steep declines, PACCO experienced the opposite. “The drinking fountains were sealed. People could go without eating, but without water, no one can handle it. So, the bottle became a bit of a mandatory item for anyone who needed to leave the house”, explains Bridilla.
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The habit of carrying your own bottle, reinforced by concerns about health and hygiene, boosted the brand’s e-commerce. “The pandemic accelerated by years the behavior that we already defended from the beginning: hydration and self-care”, says Victor.
Today, PACCO has around 600 SKUs, divided between permanent lines, limited editions and licensing. The brand also revives its line of sewable items such as lunch boxes and thermal backpacks to reinforce the original DNA.
In addition to e-commerce, wholesale and corporate channels, the company entered physical retail in 2024, with its own and partner kiosks. There are five operations in the Northeast and six new points opened in São Paulo.
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“PACCO cannot be known just for its bottles. Our portfolio is much larger, and retail brings the brand closer to the consumer”, explains Victor.
Watch the full episode on the YouTube channel From Zero to Top or on the main podcast aggregators.
To find out more details about the company’s history and learn about its strategy for the future, watch the full episode on . The program is available in and in its podcast version on the main streaming platforms such as ,, , and .
About From Zero to Top
The Do Zero ao Topo podcast is produced by InfoMoney and this edition, which is supported by XP Empresas, will tell the stories of entrepreneurs who invested in transforming their business.
