THE PROBLEM
ZAP! is an instant adhesive created for the Romanian market. The challenge was to develop a brand that communicates speed, precision, and trust in a category where purchasing decisions are made in seconds at the shelf.
The identity needed a distinctive presence and had to work across two formats with different demands: a 3 g tube, with limited space for information, and a display card, essential to making the product stand out at the point of sale.
THE STRATEGIC DECISION
We built a direct, high-impact identity around bold typography, a palette of technical blues with vibrant accents, and a graphic gesture that reinforces the idea of immediate action. The name ZAP! captures that promise, while the local tagline “…și-i gata!” connects it to the language of the Romanian market.
We developed graphic elements and icons to communicate the key benefits—super fast, transparent, and easy to use—at a glance. We applied this visual language to the tube and display card, adapting the layout and information hierarchy to each format to maintain legibility and brand recognition.
THE RESULT
A modern, clean, and recognizable packaging system that combines brand personality with functional clarity. The identity creates shelf presence, while the information hierarchy makes the product’s attributes easy to understand.
The 3 g tube and display card share a consistent visual language, designed to communicate the ZAP! promise at first glance: speed, precision, and ease of use.
