Under construction
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Under construction 〰️
WTF
Client: Rakennuskemia
Brand & Packaging development:
Research & Insight
Visual Identity
Communication
Packaging Design
Adhesives with Attitude
Rakennuskemia, a Finnish company known for its reliable industrial adhesives and coatings, wanted to introduce something bold and unconventional to its portfolio. The idea for WTF – World’s Toughest Fix began as a spontaneous spark within the company and quickly evolved into a real business opportunity.
The challenge was to take a name built on humour and turn it into a credible, high-performing brand. Creating an identity for an adhesive called WTF required careful balance — injecting personality and wit without losing professionalism. It needed to feel intentional, intelligent and trustworthy, transforming a provocative acronym into a confident promise of strength and reliability.
The result was a brand designed to disrupt a traditional category with attitude, clarity and a touch of irreverence — proving that even adhesives can have character.
Approach
We began by studying the adhesive market, where predictable designs, technical jargon and safe colour palettes dominated. Every brand looked and sounded the same — serious, conservative and overly engineered. This created a clear opportunity for disruption.
Research and testing revealed that humour, when used with honesty and purpose, can actually build trust. By grounding WTF’s attitude in Rakennuskemia’s proven product performance, we could turn a provocative name into a credible, confident promise.
The strategy was simple: own the confidence, not the chaos. WTF would speak directly, with a tone that’s bold but authentic, playful but professional. The brand would stand out by being human, relatable and self-aware — a clever friend in the toolbox rather than a faceless industrial brand.
WTF became positioned as the world’s toughest fix, a challenger brand that leads with attitude and proves it with results. Every touchpoint expresses strength, humour and clarity in equal measure.
Concept and Execution
The WTF identity was designed to be as bold and resilient as the name itself. The strong wordmark, built on an industrial typeface, conveys precision and power, while the full line World’s Toughest Fix reinforces the brand’s purpose with confidence.
A stripped-back black, white and yellow palette gives the brand high visibility and a professional edge. Clean layouts, sharp lines and clear hierarchy keep the design functional yet striking, allowing the name to command attention without visual noise. The tone of voice follows the same principle — direct, self-assured and witty, never loud for the sake of it.
Packaging played a central role in bringing the identity to life. We created a flexible system adaptable across adhesive and sealant types, maintaining a consistent visual language and clear on-pack communication. The final concept balanced strength with simplicity, giving WTF unmistakable shelf presence and credibility in a category that often takes itself too seriously.
Results
The WTF brand gained immediate attention after launch. It stood out in retail environments and generated discussion for its bold use of humour in a serious product category.
The project proved that even in technical markets, bold ideas can drive commercial success when grounded in strategy and strong design. WTF turned a spontaneous creative idea into a credible brand with genuine impact.
Rakennuskemia proved that bravery in many markets are the key for success. WTF has become a reminder that when you trust a good idea and execute it well, bold really does stick.