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Velcro Industries completes rebrand effort with launch of new consumer packaging

PKBR Staff Writer Published 03 April 2014

Velcro brand fans can expect to see new consumer packaging for their favorite hook and loop fasteners in the next few weeks as the company rolls out its new color scheme, branding and logo to retail partners across the country.

Marking the completion of Velcro Industries' rebrand effort, the new consumer packaging launch coincides with the company's continued engagement with DIY maven, Brit Morin who creates exciting and practical ways for consumers to incorporate Velcro brand products into their home, office, work, and outdoor spaces.

The new packaging was developed to create a simple and efficient way for consumers to select among available Velcro brand fastening solutions.

The simple and clean package layout includes multiple visual cues such as prominent color coding to differentiate the seven product families (ranging from heavy-duty to garden to office solutions).

To help shoppers better understand the product application, the packaging features images of example uses, care instructions and a QR code that, when scanned, launches the product's page on Velcro.com. Some of the new packaging also includes a cut-out window that allows customers to feel the product and see its texture.

"Velcro Industries is a pioneering company whose inventions have helped to simplify our lives on a daily basis since George de Mestral invented the hook and loop technology more than 60 years ago and we're continuing our heritage of innovation today," said Jurjen Jacobs, Vice President of Global Marketing and Innovation.

"As the final step in our rebranding effort, we re-imagined our visual representations to better communicate our focus as a lifestyle brand that answers consumer needs and contributes to their interests."

The new consumer packaging is the result of a major rebranding effort that spanned two years. In early 2012, the company began the thorough process of overhauling and unifying its branded visual assets and logo in 90 countries where its products are distributed and sold.

Since then, Velcro Industries has completed a variety of initiatives ranging from the newly designed Velcro.com to creative workshops at The Home Depot, a new tagline (There is Only One) and a first-ever office in Boston, MA near its American headquarters in Manchester, NH. As part of the rebrand, the company began working with Brit Morin to bolster and evolve its consumer appeal.

"The range of organizational and DIY projects that can be enhanced with Velcro brand products is nearly endless," said Brit Morin, CEO and Founder, Brit + Co. "I'm honored to work with Velcro Industries to help transform everyday objects and to create functional, practical projects designed for everyone, from parents to teachers to kids, to better organize their busy lives."

In 2013, Velcro Industries was included in a list of the world's most effective rebrands in the Rebrand 100 Global Awards. The recognition is the highest recognition for excellence in brand repositioning, and is the first, only, and most-respected global program of its kind.



Source: Company Press Release