The vast portfolio encompasses 225 SKUS in five ranges – Interior, Exterior, Trim, Prep and Ceiling paints.
bluemarlin'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 brands as well as appeal to consumers in a completely new way.
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. The solution breaks away from the category convention of featuring generic lifestyle photography on pack. It also addresses the complexity of purchasing paint by 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," added Philippa Durant, general manager marketing of Valspar ANZ.
