BULLETPROOF PUTS A NEW TWIST ON ADHESIVES WITH SELLEYS’ UNDO GLUE LAUNCH

Bulletproof has unveiled the branding for Selleys’ new Undo Glue, a removable adhesive innovation designed for strong hold and easy removal. The agency developed the strategy, identity, packaging and motion design, creating a distinctive brand that simplifies consumer choice while reinforcing Selleys’ long-standing promise of reliability and performance.

Bulletproof has introduced its first work for Selleys since being appointed by the brand last year, unveiling the strategy and design behind Undo Glue, a new adhesive innovation aimed at simplifying one of DIY’s most common frustrations.

The launch marks the arrival of what Selleys describes as a first-of-its-kind product in Australia. While removable adhesive strips have long existed in the market, Undo Glue offers a different approach, delivering a strong bond once set while allowing users to remove items simply by twisting, avoiding mess and surface damage.

The innovation has been developed to solve a familiar consumer dilemma: the desire for an adhesive solution that holds firmly without the worry of what happens when it needs to be removed. According to research cited by Bulletproof, one in four consumers leave the adhesive aisle without making a purchase, highlighting the complexity and confusion that can surround category choices.

Seeking to address that challenge, Bulletproof focused on creating a brand that immediately communicates the product’s purpose and benefit. The agency identified an opportunity to leverage Selleys’ reputation for reliability, built over decades through its enduring promise, “If it’s Selleys, it works”.

The result is Undo Glue, a name designed to clearly express the product’s key advantage. Supported by the straightforward proposition “Twist to Undo”, the branding aims to make the innovation understandable at a glance and reduce uncertainty for shoppers navigating the category.

Central to the visual identity is a distinctive typemark featuring a return symbol embedded within the letter “O”. The device acts as a visual representation of the product’s ability to reverse, remove and correct, creating a recognisable asset that appears across packaging and motion design.

The wider identity combines Selleys’ established visual equities with a new design language tailored specifically for Undo Glue. Bold yellow messaging, simple iconography and animated elements highlighting the twisting action have been deployed to reinforce the product’s functionality and help it stand out within what Bulletproof describes as the visual sameness of the removable hooks and adhesives aisle.

Sarah Hendy, design director at Bulletproof, said the challenge was to make a genuinely new proposition feel immediately intuitive.

“Great product branding starts by making the innovation feel obvious. With Undo Glue, the craft was about distilling a genuinely new product proposition into a brand that feels unmistakably Selleys, but has a character and visual language of its own,” she said.

“The return in the ‘O’ became a simple but powerful device because it captures the entire idea of Undo in one gesture. Everything from the typography and colour to the motion and packaging has been designed to make that twist feel intuitive, confident and satisfying.”

For Selleys, the launch represents more than a packaging refresh. It introduces a new adhesive technology that combines strength with flexibility, giving consumers the freedom to mount items, rethink their placement and remove them without leaving a permanent mark.

Endi Asmira, global marketing director at Selleys, said the product reflects the company’s commitment to solving everyday DIY challenges through innovation.

“Undo Glue is a great example of Selleys taking a familiar DIY problem and finding a smarter way to solve it,” Asmira said.

“Bulletproof understood that the innovation needed to be as clear and intuitive in the brand as it is in the product. They have created a brand that makes the benefit immediately clear and gives this new product the confidence to stand apart.”

Bulletproof led the branding, packaging and motion design for the launch, while Howatson & Co was responsible for above-the-line marketing