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Paint brand strips away dated look

Article-Paint brand strips away dated look

Paint brand strips away dated look



Travis Perkins Group updates the packaging for its reformulated Wickes Paint product line. The packaging refresh was a collaborative effort between Travis Perkins Group and packaging communication company Reach (

Reach worked with decorators and serious DIYers to identify the barriers to purchasing Wickes paint and tested possible visual strategies that might help overcome them. Reach found that the product's target audience was far more design literate and savvy than originally expected.

A more refined packaging design was achieved by stripping back the design to only the key elements: A large swatch communicates the color and the finish offered by the reformulated paint, while household icons suggest possible applications. Labeled paint cans and decorated PP tubs for the line were supplied by J.W. Ostendorf (

Additionally, the packaging was designed to work in concert with a newly designed store fixture. This results in a store-within-store shopping experience that better communicates the benefits of the reformulated household product.


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