Posted by: Blue Marlin Brand Design | Date added: Mon 02 Dec 2013
International paint and coatings manufacturer, Valspar has launched a new range into the Australian market with a stunning design created by bluemarlin. Launched this month in Masters Home Improvement stores across Australia, the vast portfolio encompasses 225-SKUS in five ranges - Interior, Exterior, Trim, Prep and Ceiling paints.
The global branding and design agency’s Sydney studio was tasked with developing a strategic portfolio solution that would accentuate the brand’s ethos of ‘Owning Colour.’ While one of the largest painting and coating corporations in the world, Valspar had no equity in Australia. In order to compete, the brand needed a compelling creative solution that would distinguish it from the category’s more established and reputable brands as well as appeal to consumers in a completely new way.
Taking a refreshing and revolutionary approach, the design revolves around a colour spectrum device that highlights choice, colour knowledge, and the expressive nature of paint. Cutting through the colour spectrum is a “V” and paint droplet, which serve as holding shapes to assist with variant navigation. Easily recognisable and delivering strong shelf standout, this solution breaks through by breaking away from the category convention of featuring generic lifestyle photography on pack. It also addresses the undo complexity of purchasing paint by effectively utilising the back of pack to further guide consumers in their choices.
“Buying paint is an emotional experience that often becomes a frustrating burden. Our goal was to create a design that acts as a personal assistant to each consumer, providing them with the information they need while inspiring them with colour,” comments Candice Dunn, Client Services Director at bluemarlin Sydney.
“The simple and effective design poises Valspar to become leaders of the category. It revolutionises the category with cleaner, fresher and much more confident look, offering consumers in the Australian market something completely different,” comments Philippa Durant, General Manager Marketing of Valspar ANZ.
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