Gorilla Glue

Creating an Aisle-Disrupting Brand Identity


Lutz Tools had just acquired a fledgling adhesive brand called Gorilla Glue and wanted to launch the brand at retail in a way that disrupted incumbent brands and captured the imagination of shoppers.


We helped flesh out brand assets and reinvent the aisle with a bold, confident, and quirky brand. The creative focused on the “gorilla” name, with lifelike animal hands holding the product, and a vibrant orange palette was created to allow the brand to stand out and take over the retail aisle.


The launch took Gorilla Glue from unknown brand to category leader and increased brand awareness that fueled further category expansion. Ultimately, Lutz Tools changed their name to The Gorilla Glue Co.