THE PROBLEM
TADAM is an adhesive for repairing sports shoes, developed as an adaptation of ÉCCOLE for its entry into the Polish market. The challenge was to create a memorable local identity that communicated the product’s core promise: quick repairs, simple application, and a strong, transparent, and flexible bond.
The brand needed to work within the limited space of the tube and carton, making the product category and benefits immediately clear. It also required a visual language that could extend to print advertising and out-of-home media while maintaining recognition across formats.
THE STRATEGIC DECISION
We built a visual world with sporting energy and an approachable tone. The name TADAM works as an onomatopoeic expression of the moment a problem is solved, supported by bold typography, vibrant colors, wave patterns, and photographic cutouts associated with movement.
We organized the packaging into three levels of information: brand, product descriptor, and key benefits. The tube and carton graphics communicate strength, transparency, flexibility, and drip-free application, alongside instructions and setting-time information.
We developed a modular key visual using running, football, and skateboarding imagery, outlined cutouts, and blocks of color. This system allowed us to adapt messages and layouts for print ads, street advertising displays, and signage, incorporating promotions, calls to action, and QR codes where relevant.
THE RESULT
A distinctive identity for TADAM’s launch in Poland, with a visual system that connects packaging and campaign through a shared language.
The tube and carton make the product and its benefits easy to understand, while the key visual supports communication across multiple sports, channels, and formats with a consistent, recognizable presence.
