Although we all know and love the orange capped glue from our elementary school days, Elmer's is not the brand creative professionals turn to.
Enter, Elmer's MakersLine. It's too strong for school.
In order to distinguish the professional line from the original school glue, a new logo would be used for all MakersLine products.
To demonstrate the new line, Elmer's MakersLine has its own Instagram and Twitter handles. The pages showcase artist's work that use products in the line. It boasts independent artwork and shows the various functions of the new glue.
Elmer's + Etsy Partnership
To appeal to the pros, Elmer's and Etsy would partner up for seasonal craft fairs that feature products made with Elmer's glue.