Cellux – Launch adhesive tapes
The young and fresh brand on the adhesives market
What "Tesa" is to the German adhesives market, "Cellux" is to the Hungarian market. But Cellux, a Swiss brand rich in tradition, had disappeared from the market throughout Europe for quite some time. Now Staufen AG, based in the Black Forest, is venturing a comeback and has had PACOON design new packaging for it.
The biggest challenge for the agency was not to find a basic design that could be adapted to a wide variety of formats and packaging materials and that left enough options open to flexibly expand the product range in the future. The strategic and design challenge was to find the answer to the question: How can Cellux adhesive tapes be presented at the POS in such a way that they catch the eye of potential buyers and are perceived in a split second as an alternative to established brand products on the one hand and cheap imports on the other?
Based on a predominantly female clientele, paccon | Strategie + Design chose a package design that appeals to the buyer's emotions. After all, 90% of all decisions are not rational, but emotional.
During the first presentations in the retail trade, the spark of sympathy jumped over as planned. The packaging design provides a wide range of possibilities for marketing and advertising campaigns that will always be highly recognizable at the POS . After all, it is always at the POS that the decision is made as to which product will be taken to the checkout. The package is therefore the last and strongest "touchpoint" that a brand has in the stationary trade.
