AUCKLAND, Today: Dricon has been backing tradies since 1965. After years under Firth, it’s now stepping out solo with a new look and feel developed in partnership with Quantum Jump.
“Looking to build the Dricon brand and market differentiation, we needed to extend the branding beyond the packaging” says Fletcher Building Concrete Division’s Head of Customer Experience & Marketing, PJ Morris.
The new brand centres on a straight-up tagline: A bagful of easy. It’s a nod to Dricon’s simplicity, reliability and a cheeky sense of humour.
“It’s all about making life easier for tradies while bringing a bit of fun to the mix. And because tradies trust it, DIYers feel confident using it too” continued Morris.
“Looking to build the Dricon brand and market differentiation, we needed to extend the branding beyond the packaging.”
Quantum Jump CEO Ben Goodale says, “This has been a really fun project to work on. Creating a brand that leans into Dricon’s long-standing trust with tradies, we needed to be a little cheeky and disruptive to stand out.”
Creative Partner Drew Ayers adds, “Tradies on site – or even mates tackling a DIY project – love a bit of banter and irreverence. So we wanted to bring this through in the attitude of the new Dricon brand. It’s a seriously great and well-respected brand, now with a not-so-serious way of expressing itself that will resonate strongly with its target audiences and stand out.”
And while the attitude’s had a shake-up, the packaging hasn’t. “We didn’t want to change the way customers interacted with the products, we wanted to elevate our connection with them,” says Kelly Elcock, Creative Director.
She adds, “This is why the rebrand keeps the iconic bag colours that tradies rely on for quick product identification. But instead of adding more colours, texture was introduced to enhance visual interest and reinforce the brand’s tough, hands-on nature.”
Dricon’s fresh new identity has now landed across their website, social channels, email, and in-store displays—making sure everyone knows it’s now ‘A bagful of easy’.
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