ADC Awards
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Learn more about ADC105
Category
Home / Houseware
Annual ID
ADC103_PKG024M
About the Work
Gluemasters is a premium quality famous glue in the US market. The company approached us to create a new brand for a European market.
Our challenge was to create a brand name that is easy to pronounce, brand concept and packaging design which reveals how strong the product is and the right positioning in the market.
It is designed for people who use glue on household projects and repairs, arts & crafts and as a part of their professional hobby.
What does glue have in common with gravity?
How is it possible to show the functionality of glue through gravity?
We emphasized the strong formula of the glue and drew a parallel between two things: gravity and glue. The concept is based on the law of physics, mostly the force of attraction.
Taking into consideration that force, a brand name Gravix has been created.
It consists of two words (gravity and fix). On the label design, there are 2 objects that are connected to each other. By changing the forms, we got adhesives of different viscosities (thin, thick, medium).
The overlapping forms show the percentage of fluidity — the rounder the wetter, the pointer the denser. Besides adhesives, there is a debonder (an adhesive remover) in the product line. The debonder bottle's design "defies" gravity, with the two separated shapes suggesting a powerless force of attraction.
Our challenge was to create a brand name that is easy to pronounce, brand concept and packaging design which reveals how strong the product is and the right positioning in the market.
It is designed for people who use glue on household projects and repairs, arts & crafts and as a part of their professional hobby.
What does glue have in common with gravity?
How is it possible to show the functionality of glue through gravity?
We emphasized the strong formula of the glue and drew a parallel between two things: gravity and glue. The concept is based on the law of physics, mostly the force of attraction.
Taking into consideration that force, a brand name Gravix has been created.
It consists of two words (gravity and fix). On the label design, there are 2 objects that are connected to each other. By changing the forms, we got adhesives of different viscosities (thin, thick, medium).
The overlapping forms show the percentage of fluidity — the rounder the wetter, the pointer the denser. Besides adhesives, there is a debonder (an adhesive remover) in the product line. The debonder bottle's design "defies" gravity, with the two separated shapes suggesting a powerless force of attraction.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
formascope agency / Yerevan
Art Director
Karen Gevorgyan
Copywriter
Ani Gevorgyan
Creative Director
Armenak Grigoryan
Designer
Armine Petrosyan
Lusine Mardanyan
Motion Designer
Vladimir Politov
Sound Designer
Alexander Ananyan
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