Tape™

Idea
A brand made to embrace the most creative DIY culture.

Context
There are endless examples of improvised fixes.
Car repairs, quick shoe fixes, camera rigs, sealing windows and doors, securing luggage.

All kinds of creative solutions that usually come down to the same insight:
You use tape when it just needs to be fixed the easiest way possible.
The solution that requires the least from you, right now.

That felt like something worth owning.

Solution
Instead of speaking the usual industrial, tool-focused language that tape brands rely on, this brand speaks directly to the people actually using it.

The packaging leans into the most common real-life uses, like duct tape labeled with:
For easy car fixes, quick camera rigs, broken shoe soles or whatever you need.

Activation
Digging deeper into how people actually use tape, I came across a subreddit full of Vinted users shipping packages in cereal boxes, held together with excessive amounts of tape.

Too good not to use.

So we hid a sealed pack of tape inside cereal boxes, like the old toy surprises.
Giving people the full kit when they buy their next snack and send their next package.

Result
Tape, but positioned for what it actually is.
Something that just makes life easier.