KT Tape, known for its kinesiology tape, is rebranding to KT. The rebrand features a new logo, visual identity, packaging, website, and the launch of its new brand campaign – “Crush Every Moment.” The rebrand is the result of a year-long effort under new leadership to understand KT’s unique value proposition. That process revealed the critical role the KT brand plays in unleashing the physical potential of athletes at all skill levels.

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“Crush Every Moment” is the embodiment of the brand’s transformation as well as the core benefit it provides users. It’s utilized as a vehicle to convey the brand’s new purpose to empower movement to unleash every body’s potential and meet physical goals – no matter how big or small. It also introduces a vision that leads the market in healthy solutions for active people to prepare, perform, and recover.

“Being active is a fundamental need for many people. When pain and injuries limit our ability to do the things we love, our quality of life is seriously impacted,” says Jessica Klodnicki, KT CEO. “‘Crush Every Moment’ is a rally cry for active people of all levels and interests to use KT technology to pursue their passions and attain their personal goals.”

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The refreshed identity system will be prominently displayed throughout the new recyclable, eco-friendly packaging, equipped with updated graphics and educational tools, which can be found in the packaging and online. Additionally, KT is rolling out an educational app this Spring, enabling enthusiasts of all skill levels to access tutorials and expert insight from their mobile devices.

The brand’s new core values include: Stronger Together, Move First, Stick to It, Embrace the Journey, and Work Hard, Play Harder. They are aimed at inspiring a renewed sense of innovation. KT will be introducing a series of new products with innovative technologies in the coming months.

For more information and KT product offerings, visit the company’s website.