Velcro Industries has launched a new global brand identity, with a new logo, brand architecture, website, packaging system and brand positioning under the banner of ‘Amazing Connections’.
The globally recognised fastenings company says it has based its new identity on a concept of “the smart way of connecting things”, by which it hopes to capture “the physical and emotional connections of the brand”.
The new identity brings together the two divisions – consumer and corporate – under which Velcro Industries previously operated, to present a global look designed to appeal to both consumers and businesses across the company’s multiple markets.
“The Velcro brand is all about making ‘Amazing Connections’,” says Velcro Industries VP global marketing, Jurjen Jacobs. “Consumers are consistently amazed by the breadth and depth of the products and solutions we create – from home decor to healthcare products, and construction materials to baby products.
“Our new brand identity is focused on highlighting these ‘Amazing Connections’ in a contemporary way that emphasises our commitment to ongoing innovation and our position as a lifestyle brand.”
Focus groups conducted as part of the Velcro rebrand process, which was led by Breakaway Innovation Group in Boston, USA, indicated that although people had a “real affinity” with the brand, they were often unaware of its multiple uses and retail presence.
Hence a new colour-coded system for consumer packaging has also been created, based on the new brand architecture, which involves:
- Red packaging for adhesive-backed products
- Green packaging for outdoor/gardening
- Blue packaging for ties/straps
- Orange packaging for fabric-related products
The new packaging also includes fewer footprint variations, multilingual text and QR codes on the rear of packaging.
Velcro Industries intends to launch the first new products under its new company identity in 2013.
Velcro: new global identity Velcro's new colour-coding
