Dulux Colours of the World
Client: ICI Paints
Country: Central Europe
Pharma, Chemistry & Cosmetics
SiebertHead developed the new brand architecture for “Dulux Colours of the World” for the CEE markets. With cheaper brands increasingly replicating their design, we modernised and simplified the packaging for Dulux, who are expert in colour creation. The new design increased the product visibility on shelf and distanced it qualitatively from the competition. Detailed research analysis allowed SiebertHead to uncompromisingly combine emotional attributes with the maximisation of rational communication expected by customers.
At that time, “the bane” of each multilingual packaging were lenghty descriptions, hence the fine-tuning of design details such as presenting each paint feature as a visual icon. Thanks to relevant graphics, the packaging can perfectly exist without text descriptions.