Sugru is an air-curing rubber that can be formed by hand — kind of like a serious Silly Putty. It bonds to most materials and turns into a strong, flexible silicone rubber overnight. The young company just rebranded with the help of Atto Partners. The identity is built around Rubrik, a typeface with soft contours but a rigid structure, echoing the properties of the product itself. The friendliness of the type also reinforces the selling point of Sugru: quick and easy fixes to everyday problems, no professional experience required.
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Contributed by Florian Hardwig