Background

Urecel QuickDry is a global leader in reticulation and impregnation technologies. Based in Indonesia, the product is truly international.

Solution

Lucas Melbourne was invited to Jakarta to rebrand Urecel QuickDry. Our program included defining target groups, strategic positioning, co-branding with international partners, naming, product authentication, brand architecture and brand expression. The new brand established a direct relationship with the parent company, Urecel. The new graphic language also highlighted that Urecel is the ingredient of
all QuickDry products. Our brand solution differentiates the product range against inferior overseas competitor brands that falsely claim to have the same functional attributes. Brand Messaging encourages customers to question if there's Urecel QuickDry inside. Urecel QuickDry is now reclaiming their position as the original and genuine QuickDry foam. The brand has a presence across America, South Africa, Mauritius, Singapore, Malaysia, Thailand, Guangzhou, Vietnam, Shanghai, The Philippines, Indonesia, Australia, New Zealand, France and Poland.

Urecel QuickDry

Brand strategy
Brand name
Brand expression
Brand promotions (video)
Brand management
Social media strategy





































infographic video























'urecel' was physically made and placed inside the masterbrand, reinforcing the message 'if it’s not made from Urecel its not QuickDry'

























tone of voice and company description developed for brand comms























a unique and ownable illustration was developed and applied to all instructional graphics


























illustration graphic form based on the shapes found in the ‘urecel’ logotype