Polyseam had established itself as an ‘own brand’ manufacturer of adhesives, sealants and fillers for the likes of Wickes and Homebase but manufacturing in this sector was under threat. The business needed to innovate to grow.
Their response was to develop an environmentally friendly, all-in-one adhesive and sealant, based on new chemical technology, but driving their own brand was new territory. Struggling to gain traction in the market, they enlisted a design agency to clarify the product’s marketing positioning and recommend design and communication tools.
Wanting to be sure the design strategy maximised market opportunity for Polyseam, the agency delved deeper, exploring the real potential for the new product. The design insight and research carried out at the start of the project led to the recommendation of a shift in strategy to extend to a range of products, and the creation of new product brand – GRAFT – which transformed Polyseam’s business from manufacturer to brand house.
Since GRAFT’s launch in 2014, annual sales have increased by 744%. GRAFT has also gained export deals in eight new countries, increasing the business’ export sales turnover by £1million. Polyseam’s opportunities for growth were well and truly realised, and they are now in the process of building a 50,000sqm purpose-built factory, which is estimated to create 50 new jobs by 2020.