Creating a meaningful branded story in a crowded category.
The Velcro brand has its own gravitational field. When it gets the message right, it sticks. But when the application is unfamiliar as it enters into new categories, even the strongest brands need to say hello again.
Catapult collaborated with Essential Design to craft a story for a Velcro-powered offer in the wall-hanging category. Given the position of other category competitors, we recognized the opportunity to tell shoppers a more effective story about what these wall-hanging products do beyond the brand’s hook-and-loop goods.
We developed a placeholder sub-brand name and an information design language for the collection that told a clarified product story while leveraging the master brand endorsement.