Scratchgard

Scratchgard, the pioneer in the device surface protection industry, once enjoyed a dominant market share thanks to its strong trade network. However, as competition in the form of duplicates and copycats increased, market share plateaued. To regain its position, Scratchgard needed to re-engage the market, starting with their trade partners. In an inherently low-involvement category, a bold, disruptive approach was essential to capture the customer’s attention.

The challenge with Scratchgard was that there was no single customer to target – everyone owns a phone or device. The key difference lies in the personality of the user, but one common thread unites them all: love. People are deeply connected to their devices. To tap into this universal bond, a new visual language was developed, featuring illustrations of real-life characters in love with their devices. The brand’s existing colors were reimagined, with subtle heart elements integrated into each personality, creating an adaptable, playful, and engaging identity that resonates with a wide range of users.