SweetTape Stick By You

5. Design Kancils [5.1 Brand Identity Design]

creative assets

case film

case board

Links:

https://sweet-tape.com/

Product/Service:

Adhesive tapes

Client:

SB Tape Group Sdn. Bhd.

Brief:

SweetTape had a problem common to commodity categories: nobody cared which tape they bought. Despite decades of manufacturing heritage, the brand was largely invisible at shelf, surrounded by products that looked and felt interchangeable. But instead of asking, “How do we make SweetTape stand out?”, we asked a more fundamental question: “Why aren’t people choosing it in the first place?” Our research uncovered the real barrier. Around 63% of shoppers entered the tape aisle brand-blind, while younger consumers were even less likely to know what they wanted. Their decisions were driven by simple, functional cues — price, thickness and what the tape was for. This insight changed the brief. “Standing out” was no longer the goal. It needed to give consumers a reason to choose.

Solution:

We turned consumer indecision into SweetTape’s competitive advantage. Instead of treating tape as one generic product, we built the brand around the three jobs consumers actually needed it to do: Fix, Protect and Create. This became a usage-first brand system designed to guide the shopper in seconds. Bold colours created instant differentiation. Oversized typography made the purpose unmistakable. Clear usage cues helped consumers identify the right tape without needing to understand the category. We didn’t stop at making SweetTape easier to choose. We gave the brand a role to play in people’s everyday lives: to be the one thing they could count on to hold things together. That became “Stick By You” — turning functional reliability into an emotional promise. Whether fixing, protecting or creating, SweetTape gets the job done and keep life’s little moments together. We redesigned the decision and built a brand people could count on. SweetTape’s sales doubled after the rebrand.

Previous Next