Client: ICI Paints
Pharma, Chemistry & Cosmetics
Consulting on developing a new portfolio structure, systematisation and hierarchy of types of attributes, naming and creating alternative solutions for navigation.
Following a strong recommendation from SiebertHead, the shape of the container was changed from round into rectangular in order to emphasise the more technological nature of the offer. Reshaping of container facing also helped to build clearer design structure and increased the product’s readability on the shelf.
New, unique and highly persuasive images emphasise the beauty and naturalness of wood. New packaging graphics effectively combine elements of Dulux emotional image with an ordered structure of rational communication, building trust and expert feel about the products.