The Challenge

Lutz Tool had just acquired a fledgling adhesive brand called Gorilla Glue when we began working with them. They wanted to launch the brand at retail in a way that disrupted incumbent brands and captured the imagination of shoppers.



The Solution

So we helped them flesh out brand assets and reinvent the aisle with a bold, confident, and quirky brand. The brand focused on the “gorilla” name, with lifelike animal hands holding the product. A vibrant orange palette was created to allow the brand to stand out and take over the retail aisle. It intrigued buyers and consumers, and created a new premium position in the adhesive industry.




  • From unknown to category leader
  • Increased brand awareness that fueled category expansion
  • Company name changed from Lutz Tool to The Gorilla Glue Co.