Project Background
AkzoNobel Group is the world's leading architectural paint manufacturer; many of the world's premium paint brands acquire their products from AkzoNobel supply chain. AkzoNobel Group strives to provide a leading and comprehensive series of interior, exterior, decorative and protective paint that satisfy the demands of professionals and home-owners alike.
In 2008, the Netherlands based company AkzoNobel merged with the British-based company ICI, becoming the world's largest paint supplier. Dulux Paint of Taiwan inherits its environmentally friendly management vision from AkzoNoble, and in 2011 proposed a collaboration with PEGA D&E, aiming to give customers brand new user experience through PEGA's observant designs.
Designing a New User Experience
Research indicates that paint is most commonly stored in metal containers, which rust easily and cannot be reused. The containers are hard to handle and paint often dries up on the rim, preventing the lid from sealing effectively and causing the paint to solidify. For an experienced paint professional, eventually these problems can be solved, but for an amateur just trying to DIY it is an inconvenience. Therefore our designers gathered observations based on their own experiences of choosing colors, buying paint, mixing colors, painting, and cleaning up, finding the problems that occur and trying possible solutions.
An Environmental Friendly Product
PEGA's design is a response to Dulux's efforts of being an environmentally friendly company. Two major adjustments were made: the container is now manufactured with plastic materials and is recyclable. The new design also leaves out plastic laminate by printing graphics directly onto the container, reducing the level of waste. Furthermore, the width of the handle was increased for a more comfortable and secure grip, the rim redesigned to avoid paint waste, and the shape of the container was modified for better storage and stacking capacity.
Using Product Branding to Communicate, One Step Closer to Our Clients
The brand logo implements colorful images into our creative painting ideas; the paint brush is transformed into a colorful ribbon in the air, symbolizing the variety of changes that can be expressed freely with the paint to create your own personal style.
Paired with a new method of visual branding, unified graphics create an overall consistent product image. This makes Dulux paint bottles stand out from all the other competitors and easier for consumers to choose from.
Reportedly, the new design of the Dulux paint bottle not only generated enthusiasm from DIY customers, but also attracted experienced painting professionals, once again proving that a traditional industry can be creative.
