Dricon steps out with a fresh rebrand and new tagline via Quantum Jump

Since 1965 Dricon has been a tradie’s trusted mate on site. After decades of sitting under the Firth umbrella, it’s stepping out as a standalone brand. To bring this new identity to life, Dricon teamed up with Quantum Jump to craft a refreshed brand to better connect with users.

“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.

At the heart of the rebrand is ‘A bagful of easy’— a gritty, no-nonsense tagline that heroes Dricon’s simplicity and reliability with a dose of humour.

Adds Morris: “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.”

Says Ben Goodale, CEO, Quantum Jump: “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.”

Says Drew Ayers, Creative Partner, Quantum Jump: “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.”

Says Kelly Elcock, Creative Director, Quantum Jump: “We didn’t want to change the way customers interacted with the products, we wanted to elevate our connection with them. 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 look has now rolled out across a revamped website, social media, email, and POS signage, letting customers know it’s ‘A bagful of easy’ with Dricon.

View the new website: www.dricon.co.nz

Fletcher Building Concrete Division (Dricon)
PJ Morris – Head of Customer Experience & Marketing, Concrete Division
Katie Eagles – Product Marketing Manager, Concrete Division

Quantum Jump
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Kelly Elcock – Creative Director
Justin Biddle – Digital & Production
Helen McGrath – Group Business Director
Jess Christie – Senior Account Manager
Ben Goodale – CEO

Contagion (Media)
Mitchell Everest – Digital Media Manager

Toast (Website)
Dustin Bisschoff – Digital Producer

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