Sugru Brand Case Study

To combat waste and encourage fixing, Jane Ni Dhulchaointigh invented a rubber glue that can be used to fix anything from skiboots to charging cables. But how do you encourage people to start fixing, to understand what they can use Sugru for, and to love it beyond reason?

Sugru is a perfect brand case study for anyone who is creating an innovative product or service.

The 18-page case study contains:

• the backstory of Sugru as told by inventor Jane Ní Dhulchaointigh: from idea to scaling her product and the challenges along the way
• an analysis of the anatomy of the brand
• the brand framework mapped out on the brand thinking canvas #1 and #2
• the brand core: purpose, mission, vision, values, brand promises
• visual identity: logo, color palette, typography, photography and illustration
• verbal identity: tone of voice and messaging
• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology