RECONNECTING VELCRO® BRAND.
Velcro Companies is in the rarified air of being one of the few brands in the world that not only invented its category, but whose name is synonymous with the product itself. VELCRO® is not just a thing, it’s a brand. And that means you have to constantly build and protect that brand with all your might.
As amazing as VELCRO® Brand is, the brand itself had lost relevancy. As more and more companies encroached on their invention, VELCRO® Brand needed to remake itself back into the category owner. Breakaway created a modern look and tone of voice that spoke to a new digital millennial generation that ultimately helped change the shape of the entire company across the globe.