When your invention becomes a commodity, people can lose sight of how it got there in the first place. This is the position Velcro Companies found themselves in when they asked OBERLAND to develop a new brand idea and identity. The goal was to help the company continue to scale, get credit for their perpetual state of innovation, and connect with consumers to grow the B2C market share. Realizing that VELCRO® Brand’s unique form of Original Thinking goes into everything the company does, whether inventing the hook and loop category or looking for sustainable fasteners of the future, we created a brand idea and identity that celebrates consumer ingenuity and creativity made possible by Velcro Companies' unique fastening solutions.
Original Thinking ushered in an overall purpose transformation at Velcro Companies, as its ethos was adopted across its business units. It helped focus the company’s efforts on innovating a new wave of sustainable products while also becoming a foundational core of its annual peer evaluation program. The concept also helped lift brand perception by thirty percent, and recall by six percent. Velcro Companies also earned “Best in Class” status by Google for driving purchase consideration.