sugru is evolving! We have a new look and new packaging too.

You may have noticed in the last few days that the sugru website and packaging look a little different :) I'm excited about these changes and what they mean so I thought I'd share some of the details and thinking behind them.

Bringing new people into the fixer / maker way of life sugru's been out in the world a little over 2 years now, and in that time, thanks to you the community, we've learned a huge amount. I'll go into a few of those things below, but let's start with the big picture part. sugru's first users are natural fixers and makers, and that's been a fantastic piece of good luck for sugru, because one thing we know now is that fixers and makers are some of the most enthusiastic, helpful and can-do people around. Over the last 2 years, this optimistic, can-do spirit has grown up around sugru, giving it the potential to inspire more and more people to take a hands on approach and fix and improve their stuff for themselves. Our mission from the start has been to help as many people as possible around the world to become fixers, not just because we want to reduce the amount of waste in the world, but because we believe that fixers have the mindset that can help us all solve not just the small problems in our own lives, but the big problems the world faces too. To bring that mission to the fore, we've got a new motto: The future needs fixing. We love it and we hope you do too! (*)

Expanding into retail, clearer communication To help us appeal to people who haven't yet tried fixing, we've made our packs much simpler and clearer, so we can reach people through traditional retail stores as well as online. It should also help friends and family of fixers to understand sugru, and hopefully to ask for some :)

Helpful packaging, designed for repeat usage The best packaging is helpful throughout its life of use, not just on the shelf in store. We've tried to bring this idea into the new design as much as possible. The clear bag is re-sealable so you can carry the pack confidently in your bag, the outer card shows tips and tricks as well as important info and of course inspiration for other problems sugru could help you with. It also wraps around and closes itself with a simple tab, so the pack stays strong and self-contained when you've only used up a few of your minipacks so far.

Better for the environment It was important to us that we improve the environmental impact of our packaging, not least because so many of you requested this. To keep sugru fresh, we need to use a triple layer foil laminate for the minipacks, and this isn't recyclable unfortunately. So we've worked hard to make the rest of the pack recyclable - the clear bag is OPP and the wrap is FSC certified recyclable card.

Diversity of user groups = design challenge Lastly, one of the things that we all love most about sugru, is also what makes it a big challenge to communicate simply... the diversity of users and uses. When we launched sugru, we didn't know yet who would use it, and what they would use it for, but over the last two years, groups of users have started to emerge, the biggest of which are Gadget Lovers, Outdoor Enthusiasts, Home Improvers and Designer Makers. Online, we hope to be able to customise content fairly easily, but for packaging this is a challenge, it needs to be relevant in the store it's in and communicate the benefits within 10 seconds. We couldn't have a pack showing a steam iron fix in an outdoor store, who'd buy that? :) So the clear bags containing minipacks are the same for each group, but the outer card has been customised.

*For those of you who still love our old motto HACK THINGS BETTER, don't worry, we still love it too. We'll continue to use it for some things, and we'll keep making the t-shirts for example so if you win a contest you'll be able to choose it.