Challenge
How does Sellotape reclaim its position as the UK's original household tape in a market crowded with cheaper alternatives?

Response
The rebrand celebrates the qualities that have made Sellotape iconic for generations. A custom typeface draws inspiration from the product's history and physical form, while a playful symbol set captures both creativity and everyday utility. The tape's unmistakable sound becomes the brand's defining asset through a bold out-of-home campaign. Exaggerated scale creates moments of surprise, reinforcing the brand's playful character across every touchpoint.