Brand agency Bulletproof has developed the branding, packaging and motion design for Selleys’ new removable adhesive, Undo Glue.
The product is designed to hold items firmly in place and be removed by twisting, allowing users to take down mounted items without leaving permanent marks or damaging surfaces.
The packaging features yellow messaging and iconography, with the on-pack proposition ‘Twist to Undo’ communicating how the product works. The brand identity also incorporates a return shape in the letter ‘O’ of the Undo Glue typemark, referencing the product’s reversible function.
Sarah Hendy, design director at Bulletproof, said the branding was developed to communicate the product’s function while retaining Selleys’ existing visual identity.
“With Undo Glue, the craft was about distilling a genuinely new product proposition into a brand that feels unmistakably Selleys, but has a character and visual language of its own,” she said.
Endi Asmira, global marketing director at Selleys, said the product addressed a common challenge for consumers wanting to remove adhesive-mounted items.
Bulletproof’s work marks its first project for Selleys since being appointed by the brand last year. Howatson & Co was responsible for above-the-line marketing.
