Selleys Launches Undo Glue With Branding And Packaging Via Bulletproof

Independent brand agency Bulletproof has put a new twist on Selleys with the launch of Undo Glue, leading the brand strategy, identity, packaging and motion design for the new removable adhesive innovation.

While removable adhesive strips are not new, Selleys has created a first of its kind product innovation in Australia with Undo Glue designed to grab firmly to surfaces once set and removed by simply twisting for a mess and damage free hanging and adhesive solution.

Sitting within Selleys’ broader portfolio, underpinned by its long-standing promise ‘If it’s Selleys, it works’, the launch is the first work for the brand by Bulletproof, after being appointed by Selleys last year.

With one in four consumers walking away from the adhesive aisle without a product due to category complexity, Bulletproof identified an opportunity to simplify consumer choice, leveraging Selleys role as a brand that delivers confidence and achievement, with ‘Undo Glue’ a clear and standout name in the space.

Undo Glue was developed to address a simple consumer tension – people want the confidence of something that stays put, without the anxiety of what happens when they want to take it down. That thinking led to the name Undo Glue, a direct expression of the product’s defining benefit, paired with the simple on-pack proposition, ‘Twist to Undo’.

The brand identity builds on Selleys’ distinctive visual equity while giving Undo Glue its own visual language. At its centre is a distinctive typemark, with the return in the ‘O’ acting as a visual shorthand for the product’s ability to reverse, go back and fix, capturing the functional DNA of the product and giving the new brand a recognisable asset that can extend across packaging and motion.

Bold yellow messaging and iconography reinforce Selleys’ straight-talking tone, while secondary messaging and motion amplify the twisting action. Together, the elements are designed to make the product’s innovation immediately understandable and help it stand apart from the visual sameness of the removable hooks aisle.

Says Sarah Hendy, design director, Bulletproof: “Great product branding starts by making the innovation feel obvious. 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. The return in the ‘O’ became a simple but powerful device because it captures the entire idea of Undo in one gesture. Everything from the typography and colour to the motion and packaging has been designed to make that twist feel intuitive, confident and satisfying.”

Undo Glue represents a new piece of adhesive technology for the Australian market, combining the strength consumers expect from an adhesive with a simple removal mechanism, giving DIYers the freedom to put things up, change their minds and try again without leaving a permanent mark.

Says Endi Asmira, global marketing director, Selleys: “Undo Glue is a great example of Selleys taking a familiar DIY problem and finding a smarter way to solve it. We wanted the product to deliver on the Selleys promise that if it’s Selleys, it works, while giving consumers a completely new experience. Bulletproof understood that the innovation needed to be as clear and intuitive in the brand as it is in the product. From the name and the distinctive ‘O’ through to the packaging and motion, they have created a brand that makes the benefit immediately clear and gives this new product the confidence to stand apart.”

Bulletproof led branding, packaging and motion design, with Howatson+Company responsible for above-the-line campaign which launched last week.