Celebrating its 80th anniversary in 2016, SAKRETE recognizes its role as the category’s creator while continuing to grow and evolve as an industry innovator popularity bred from trust and practicality. The company is bringing its renewed commitment to its customers to life through a comprehensive brand refresh, including new brand positioning, logo, packaging, website and marketing collateral such as point-of-purchase displays and signage.
“As people’s attachment to their home becomes more refined, more consumers seek out SAKRETE to secure a post or patch a walk, and as outdoor living spaces grow in popularity, so too does the need for innovative concrete products with diverse capabilities,” said Eric Peterson, senior vice president of Oldcastle Architectural and its SAKRETE brand. “Concrete mix is no longer just an anchor you can put in a hole; it can be a lot more. It can be used to create inspirational additions to your home, inside and out.
“Our refreshed brand positioning and updated look shows our evolution, yet retains the heritage that keeps us connected to those who have trusted SAKRETE for decades. It’s an exciting way to recognize this 80th anniversary milestone,” Peterson said.
SAKRETE, having created the ready-mix bag concrete category in 1936, is one of the most recognized and established brands in the industry. Its iconic yellow and black diamond logo – updated to feature slimmer yellow typeface and a now-horizontal yellow diamond centered over a black outline – can be found at commercial and residential worksites around the country, a reputation built on quality and tested over time.
This visual brand refresh is the first significant change the logo has undergone in the company’s 80 years. Accelerating a storied past into a promising future, this evolution represents the brand’s continued pursuit of innovating products and services that have served customers for nearly a century.
The visual change also reflects SAKRETE’s differentiation and the introduction of a new generation of skilled craftsmen and DIYers, taking the trowel handed down to them by their fathers and grandfathers and developing new projects of their own.
“People are looking for new projects and finding cool uses for ready-mix concrete, in addition to the traditional core uses,” Peterson said. “It’s an inexpensive, dependable and easy-to-use product, and technology and innovation driven by concrete artisans in response to homeowners’ search for something different are leading us to new places and developing new ideas that are continually evolving.”
Rebranded SAKRETE products featuring the contemporary new logo will debut in Las Vegas at World of Concrete, the premier annual international event dedicated to commercial concrete and masonry industries.