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Velcro Companies Completes Rebrand Effort with Launch of New Consumer Packaging

New Packaging Arrives in Retail Stores and Company Enters Second Year with Brand Ambassador and DIY Star Brit Morin

 MANCHESTER, NH – April 2, 2014 –  VELCRO® Brand fans can expect to see new consumer packaging for their favorite hook and loop fasteners in the next few weeks as the company rolls out its new color scheme, branding and logo to retail partners across the country. Marking the completion of Velcro Companies’ rebrand effort, the new consumer packaging launch coincides with the company’s continued engagement with DIY maven, Brit Morin who creates exciting and practical ways for consumers to incorporate VELCRO® Brand products into their home, office, work, and outdoor spaces. 

The new packaging was developed to create a simple and efficient way for consumers to select among available VELCRO® Brand fastening solutions. The simple and clean package layout includes multiple visual cues such as prominent color coding to differentiate the seven product families (ranging from heavy-duty to garden to office solutions). To help shoppers better understand the product application, the packaging features images of example uses, care instructions and a QR code that, when scanned, launches the product’s page on Some of the new packaging also includes a cut-out window that allows customers to feel the product and see its texture.

“Velcro Companies is a pioneering company whose inventions have helped to simplify our lives on a daily basis since George de Mestral invented the hook and loop technology more than 60 years ago and we’re continuing our heritage of innovation today,” said Jurjen Jacobs, Vice President of Global Marketing and Innovation. “As the final step in our rebranding effort, we re-imagined our visual representations to better communicate our focus as a lifestyle brand that answers consumer needs and contributes to their interests.”

The new consumer packaging is the result of a major rebranding effort that spanned two years. In early 2012, the company began the thorough process of overhauling and unifying its branded visual assets and logo in 90 countries where its products are distributed and sold. Since then, Velcro Industries has completed a variety of initiatives ranging from the newly designed to creative workshops at The Home Depot®, a new tagline (There is Only One™) and a first-ever office in Boston, MA near its American headquarters in Manchester, NH. As part of the rebrand, the company began working with Brit Morin to bolster and evolve its consumer appeal.

“The range of organizational and DIY projects that can be enhanced with VELCRO® Brand products is nearly endless,” said Brit Morin, CEO and Founder, Brit + Co. “I’m honored to work with Velcro Companies to help transform everyday objects and to create functional, practical projects designed for everyone, from parents to teachers to kids, to better organize their busy lives.”

In 2013, Velcro Companies was included in a list of the world’s most effective rebrands in the REBRAND 100® Global Awards. The recognition is the highest recognition for excellence in brand repositioning, and is the first, only, and most-respected global program of its kind.

Learn more about the Velcro Companies brand via the video here and follow the blog for Brit Morin’s inspiring and creative tips and projects.

About Velcro Companies:

Velcro Companies is a technology-driven, global organization providing fastening solutions that solve problems in simple, elegant and surprising ways for businesses and consumers around the world. We have a heritage of innovation spanning more than 50 years and own over 400 active patents and numerous trademarks, including the VELCRO® trademark, which is registered throughout the world. We develop and deliver solutions for customers through an integrated production and service system that includes manufacturing locations in the United States, Canada, Mexico, Spain and China and sales offices around the world. To buy genuine VELCRO® brand products and to find out more about our company, visit

Note to editors:

At Velcro Companies, we are proud that VELCRO® brand products have become a part of everyday life, but that ubiquity sometimes produces confusion. The VELCRO® trademark should be used only when referring to genuine VELCRO® brand fasteners.  Non-VELCRO® brand products should be identified by their functional terms, such as “hook and loop,” “self-adhesive straps,” and so forth.  The VELCRO® mark should always be used as an adjective and never as a noun or a verb.  The term “Velcro Companies” should be used when referring to our company and its executives.

The proper use of the VELCRO® trademark assists us in safeguarding the integrity of the VELCRO® brand, and helps to protect consumers from products incorrectly sold as VELCRO® brand products.  For further information on the proper use of the VELCRO® trademark, please see the guidelines on our website.


Media Contact:

Amy Thompson
FleishmanHillard for Velcro Companies

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