The challenge:

Whenever you think of Loctite, you automatically think of gluing, putting things back together. Usually that’s right. This time around Loctite wanted to promote a completely different product with the exact opposite benefit: their glue remover. And how would you show this benefit? By doing just what the product promises – not just separating what’s been glued together, but also separating Loctite from the mass of glues available on the market.

The solution:

For our motives we turned a tube of Loctite glue remover tube into THE symbol for getting things apart: the hyphen. Simply showing what the product does best. Loctite Glue Remover separates everything that glues. And by everything we mean everything. By separating the other brands themselves – we managed to separate Loctite far away from the competition.