Roebic
From Product-Focused to Brand-Led Growth
Brand Strategy, Brand Identity, Package Design
Challenge
Great Stuff, the leading brand in polyurethane sealants, faced aggressive competition in the DIY market. It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.
Solution
LW created a communication strategy to establish that Great Stuff is the top choice for superior project performance. Clearly differentiated eight project-specific formulations, making it easier for DIYers to find the right product. The logo was rotated for stronger brand recognition and to maximize space. The packaging highlighted the new “No Drip Tip,” addressing a key consumer concern. Eye-catching display structures and graphics were designed to create a strong impact at the point of sale.
Despite strong demand across both consumer and industrial segments, Roebic needed to expand its retail shelf presence. Outdated packaging minimized brand visibility and focused too heavily on individual products, failing to clearly communicate key benefits or build strong brand recognition.
LW restructured the product line into distinct consumer and commercial segments, creating a clearer, more strategic brand architecture.
Packaging was redesigned to elevate brand visibility—placing the brand name more prominently and closer to product identifiers to strengthen recognition and recall.
A modern, approachable “doc” character was introduced to replace dated visuals, refreshing the brand’s personality and making it more engaging and relevant to today’s consumer.
