Branding for Painthouse

neoseven case study

  • The Brief

    The UK marketplace for interior paint was saturated with much of the same from all major players and the client wanted to shake things up a bit. They had a new water-based interior paint which was not only very durable, but free from all harmful toxins and emissions and a few of the colours were even fire retardant. 

    The brief was to develop a brand for a niche audience of design-conscious style seekers, who were passionate about interiors and colour trends. The brand should set a new movement in interiors, to be known for quality, enhanced green credentials, safety properties and present a new way for colour selection to really differentiate from the competition. They wanted to be the first designer paint brand to offer a fire-retardant option while retaining their green credentials and position themselves initially among the market leaders Farrow & Ball, Little Green and Fired Earth.

  • Strategy

    Research was key to fully understanding the market, competitor offering, target audience needs, desires and expectations and also colour trends in the interiors space. We then got to work on different design routes and a new unique way for customers to select colours based on emotional motivation.

    The client was then presented with a few creative routes and a colour selection mechanism which meant that customers could peel off the colour sample from the paint book, stick it on the wall for visualisation, and then replace for future use. Also, we decided to move away from the traditional names for colours (Dove Grey or Elephants Breath) and give the colours the most popular male and female names for that year. Like Erin, Reggie and Darcy which meant we were able to give each colour a personality and provide an emotional appeal.

    Both the Peel & Stick and personified colours were a hit with the clients and with their preferred creative routes shortlisted, we then conducted 2 separate research group sessions in London and St Albans. The results of these sessions provided what was needed to complete the brand look that will flow through the packaging, print and digital assets.

    Then, the fun really started as we got stuck in developing the go-to-market strategy to meet the brand objectives, creating the artwork for print, brand guidelines for the web team and working with the PR team to plan and launch a brand launch event.

  • Results

    Measurable results: conceptualise, design and create the branding for a new interior paint that is different in every way from the competition. The target audience is ABC1 25-45 style seekers, trendsetters and interiors lovers. Create supporting digital and print assets and launch the brand to the UK market with a bang.

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