The Windsor-based design group approached Sellotape owner Henkel Consumer Adhesives last summer to discuss which of the manufacturer’s brands it could revamp. Henkel and Tynan D’Arcy agreed that Sellotape ‘needed to be reignited’, says Tynan D’Arcy account director Pippa Imberg.
The consultancy’s market research found that Sellotape’s mainly female consumer base appreciated the brand’s ‘masculine’ image.
‘The blue-and-yellow palette shows confidence, strength and technical excellence, making the user feel clever and resourceful,’ says Imberg. The visual identity has changed from ‘a very recessed oval device on the pack, that you had to search for, to very bold branding that sweeps across it’, she says.
The product range has been segmented under four headings – everyday, gifting, craft and home office – while some of the products have also been redesigned.
‘Sticky tabs were on a flat dispenser but Sellotape is about roundness, so we have brought them onto a roll instead,’ says Imberg.
New products will include a premium tape and a ‘super clear’ tape.
Tynan D’Arcy has also redesigned the packaging, ditching plastic blister packs for 100 per cent-recyclable card. ‘Now you can both see and feel the tape instead of just seeing it,’ says Imberg.
Henkel has invested £2.5m in the relaunch of Sellotape, which was established in 1937.