Velcro Industries has launched an overhaul of its global brand identity, including a new logo, brand architecture, website, packaging system and brand positioning.
Named 'Amazing Connections,' the positioning is based on Velcro's "smart way of connecting things, capturing both the physical and emotional connections of the brand."

Velcro Industries' vice president of global marketing Jurjen Jacobs said: "Consumers are consistently amazed by the breadth and depth of the products and solutions we create. From home décor to healthcare products and construction materials to baby products, the Velcro brand is at the centre of 'Amazing Connections' for people and businesses.

"Our new brand identity is focused on highlighting these 'Amazing Connections' in a contemporary way that emphasises our commitment to ongoing innovation and our position as a lifestyle brand.

"We are confident that this new identity will impact positively on our sales as well as attract new customers in new geographical regions with its modern appeal. Overall it provides us with increased visibility in store due to the new packaging design, which in turn gives a clearer understanding of the product."

Until recently, Velcro Industries operated under two separate identities; consumer and corporate. These have now been combined to provide a leading global look and feel across its multiple markets that appeals to today's consumers and businesses. As part of the rebrand process, an audit of internal brand assets, including logo, company collateral and photography was completed - the strongest elements from which have been taken forward to provide one visually compelling global brand.

The new packaging system came following the realisation that while people in focus groups showed affinity with the brand, they were often unaware of its multiple uses and retail presence. As a result, the consumer packaging will now be colour-coded, red for adhesive-backed, green for outdoor/gardening, blue for ties/straps and orange for fabric-related products. QR codes, multilingual text and few footprint variations also feature.

A redesigned global website, Velcro.com, marks another milestone for the brand and is set to launch in the UK at the end of the year. Over the next few months the company will roll out new websites in additional languages all over the world. A strong social media stragey will also see Velcro involved more heavily in Facebook, Twitter and Pinterest.

2013 and 2014 will see new product development launches for Velcro across various markets, which it says is all part of "bringing modern products with the new brand identity to people globally."