Building brand stickiness across APAC touchpoints
Tesa is a global leader in adhesive tapes, trusted by industries worldwide for reliable and innovative bonding solutions. From automotive and electronics to construction and everyday applications, Tesa empowers businesses to stick to what matters. As a B2B brand, the challenge lies in transforming a highly functional product, industrial tape, into a compelling experience that customers can connect with. To strengthen loyalty and maintain relevance in the APAC market, we were tasked with bringing Tesa’s brand to life across multiple touchpoints, making every interaction as strong and dependable as the product itself.
Transforming industrial tape into an engaging brand experience
THE CREATIVE CHALLENGE
Balancing industrial performance with emotional resonance
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Communicate an industrial, highly functional product, adhesive tape in a way that is engaging and memorable.
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Move beyond technical performance to highlight Tesa’s reliability, strength, and relevance across industries.
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Create brand “stickiness” by designing experiences that foster loyalty and emotional connection.
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Adapt communications to resonate across diverse APAC markets and cultural contexts.
THE SOLUTION
Designing brand touchpoints that stick
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Developed a suite of branded merchandise such as tote bags, umbrellas, and coasters, turning functional items into everyday brand carriers.
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Designed festive Chinese New Year invitations that combined cultural resonance with brand identity, strengthening customer relationships.
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Created a consistent visual language across all marketing communications, ensuring every interaction reflected Tesa’s qualities of reliability, strength, and trust.
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Translated a technical B2B product into engaging experiences, reinforcing loyalty and keeping Tesa top-of-mind across the APAC region.
DESIGN STRATEGY
BRAND TOUCHPOINTS
COMMUNICATION IMPLEMENTATION
Our work for Tesa’s brand presence was centred on translating the reliability of its products into consistent, engaging communications across multiple touchpoints. From practical merchandise such as tote bags, umbrellas, and coasters to festive campaigns like Chinese New Year invitations, every piece was designed to strengthen customer relationships and make the brand part of daily life. By applying a unified visual language across print and digital platforms, we ensured that Tesa’s core values of strength, trust, and dependability were carried through seamlessly in every interaction.
Designing for Tesa required us to think beyond the functional nature of adhesive tape and focus on how the brand could resonate emotionally with its customers. Through purposeful communication design, we transformed everyday touchpoints into engaging brand experiences that carried the same strength, reliability, and trust as Tesa’s products. This project exemplifies how design can bring even the most technical B2B solutions to life, building loyalty and connection across diverse markets.
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."
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