Selleys · Australia · 2026Design & Packaging
Undo Glue.
Bulletproof makes the removal mechanism the identity: a returning O, yellow packaging and motion explain Selleys' new removable adhesive.
- Brand
- Selleys
- Agency
- Bulletproof
- Market
- Australia
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Make a new adhesive easy to understand for people who want a secure hold but worry about removing it later, while retaining Selleys' recognisable brand assets.
The idea
Build the name and identity around the ability to undo. A return inside the O visualises reversal, while the packaging line 'Twist to Undo', iconography and motion demonstrate the action. Bulletproof developed strategy, identity, packaging and motion; Howatson+Company handled the above-the-line launch campaign.
Case study source: Bulletproof Source ↗
Credits
- Brand
- Selleys
- Brand strategy, identity, packaging and motion
- Bulletproof
- Above-the-line campaign
- Howatson+Company
- Design Director
- Sarah Hendy
- Global Marketing Director, Selleys
- Endi Asmira
