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Velcro Industries 2013 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Industrial, Manufacturing, Consumer Goods and Products, Innovation, Wearables, Designr
Below: Before and After Images in Slide Show, Summary, Credits

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Velcro -


Industry Setting
Velcro Industries is a technology-driven, global organization providing fastening solutions that solve problems in simple, elegant and surprising ways for businesses and consumers around the world. With over 50 years of experience, we are proud of our heritage in innovation, and we own over 300 active patents and numerous trademarks, including the VELCRO® mark which is registered throughout the world.

We were challenged with a need to bring the different regional entities and seven global business units under one umbrella brand. To achieve that goal, we defined a strategy and positioning that combines the individual business requirements of the various units.

It was important to lift the company from a regional manufacturing-driven industrial setting, into a brand that emphasizes innovation and position as a lifestyle brand.

Created an internal cross-functional team working with boutique start-up agencies who all share the love for VELCRO®.

Insolit , Barcelona. BreakAway, Boston. Luis Eslava, Valencia.

Starting by updating the collateral, introducing alignment, consistency, we developed a contemporary look with the end-user in mind, explaining the benefits of our solutions.

One logo for the company worldwide was created, replacing different logo’s used for the corporate brandmark, distributors, B2C and B2B applications.

We updated our tradeshow presence and office designs, integrating as much VELCRO® branded materials as possible in the execution. Light colors, usage of natural materials and the introduction of a red tone as the corporate color was established.

More recently, the company’s new brand positioning, based on “Amazing Connections,” captures both the physical and emotional connections fulfilled by the brand.

A clear and recognizable visual identity deployed for diverse applications, including printed media, consumer packaging, website design, social media strategy, offices redesign has been established.

From home décor to healthcare products, construction materials, to baby diapers, the VELCRO® Brand is at the center of making “Amazing Connections” for people and businesses.

The new brand identity is focused on highlighting these “Amazing Connections” in a contemporary way that emphasizes our commitment to ongoing innovation and position as a lifestyle brand.


Client: Velcro -

Brand Strategists/Designers: The Velcro Team with:
Insolit -
BreakAway -
Luis Eslava -


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