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Turning Meaningful APAC Touchpoints
into Lasting Brand Stickiness

A blue totebag sitting on top of a woooden chair

{ Project Overview }

Building a stronger and more engaging B2B brand experience for Tesa across APAC touchpoints.

Tesa is a global leader in adhesive tapes, trusted across industries for reliable and innovative bonding solutions. From automotive and electronics to construction and everyday applications, the brand plays an essential role in helping businesses stick to what matters, making its functional expertise a key part of its value.

To strengthen loyalty and maintain relevance in the APAC market, the project focused on bringing Tesa’s brand to life across multiple touchpoints in a more compelling and connected way. The goal was to transform a highly functional industrial product into a stronger brand experience, ensuring every interaction feels as dependable, purposeful, and impactful as the product itself.

Businesswoman in a navy blazer hands a tablet to a customer as a man in a light blue shirt with a clipboard looks on in a blue-workshop setting.

{ Creative Challenge }

Balancing industrial performance with emotional resonance
  1. 01

    Communicate an industrial, highly functional product, adhesive tape in a way that is engaging and memorable.

  2. 02

    Move beyond technical performance to highlight Tesa’s reliability, strength, and relevance across industries.

  3. 03

    Create brand “stickiness” by designing experiences that foster loyalty and emotional connection.

  4. 04

    Adapt communications to resonate across diverse APAC markets and cultural contexts.

{ The Solution }

Designing brand touchpoints that stick

  1. Developed a suite of branded merchandise such as tote bags, umbrellas, and coasters, turning functional items into everyday brand carriers.

  2. Designed festive Chinese New Year invitations that combined cultural resonance with brand identity, strengthening customer relationships.

  3. Created a consistent visual language across all marketing communications, ensuring every interaction reflected Tesa’s qualities of reliability, strength, and trust.

  4. Translated a technical B2B product into engaging experiences, reinforcing loyalty and keeping Tesa top-of-mind across the APAC region.

Assortment of blue promotional merchandise with the tesa logo: polo shirts, umbrella, lunchbox, water bottles, tote bags and cards.

{ Design Strategy }

Transforming Tesa’s reliability from a product attribute into a cohesive and memorable brand experience across APAC.

The design strategy focused on translating Tesa’s long-standing reputation for quality, durability, and trust into experiences that extended beyond the product itself. By creating a consistent system of brand touchpoints, the brand’s strengths could be communicated in a more tangible and engaging way, allowing customers to experience Tesa’s values in their everyday lives.

Every application was guided by the principle of functional creativity—combining practical usefulness with meaningful brand expression. Whether through merchandise, invitations, marketing communications, or digital platforms, each touchpoint was developed to strengthen recognition, build trust, and create a more cohesive brand presence across diverse APAC markets, turning reliability into a lasting and memorable brand experience.

{ Brand Touchpoints }

Creating cohesive brand touchpoints that translate Tesa’s reliability into memorable everyday interactions across APAC.

Tesa’s reliability and strength were translated into tangible brand experiences across a wide range of touchpoints. From functional merchandise such as tote bags, umbrellas, and coasters to festive Chinese New Year invitations, each application was designed to bring the brand closer to customers in a way that felt practical, relevant, and engaging.

Across marketing communications and digital platforms, the touchpoints were developed to ensure greater clarity and cohesion throughout the APAC region. Together, they transformed Tesa’s qualities of durability, trust, and everyday usefulness into a more memorable and lasting brand experience.

Blue Chinese New Year poster with 'Happy Chinese New Year' and a gold dragon motif on an orange wall.
Blue collapsible funnel with a matching cap on a wooden kitchen counter, ready for pouring.
Blue Tesa-branded umbrella lying on a green lawn beside a wooden deck and outdoor seating area devoting sunlight.
Male model wearing a light blue polo shirt with abstract diagonal stripes and a small red 'tesa' logo on the chest.
Blue Tesa branded cards stacked on a white desk beside a rose-gold laptop and a pink calendar/timemarker.

{ Communication Implementation }

Implementing a unified communication system that carries Tesa’s reliability and strength across every touchpoint.

Our work for Tesa focused on translating the reliability of its products into consistent and engaging brand communications across multiple touchpoints. From practical merchandise such as tote bags, umbrellas, and coasters to festive campaigns like Chinese New Year invitations, each piece was designed to strengthen customer relationships and make the brand feel more present in everyday 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 expressed clearly and consistently. This created a more seamless brand presence across every interaction, reinforcing the brand’s relevance and recognisability throughout the APAC region.

Open-concept office lobby with glass-walled meeting rooms, and modular gray and blue seating under bright ceiling lights.

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.

A three-dimensional, metallic letter "C" rendered in a dark glass or chrome material that reflects a vibrant, iridescent gradient of rainbow colors along its curved edges.
Kimming Yap
Managing Director, Creativeans

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