BRIEF // Create a strong sub-brand identity that fits under the existing Dulux brand to promote a new paint colour range consisting of 900 timeless colours inspired by locations around New Zealand.
SOLUTION // To create a journey through New Zealand’s homegrown colours, we created a brand that has its foundations in the New Zealand environment. From lush rural greens to smoky urban hues and blue coastal waters – these are the colours we all see around us. The logo uses illustrative icons to represent these three core elements. Each is set in its own strip of colour, giving the impression that the colour is being drawn from the environment.
Additional layers have been used to support and reinforce the logo. Three key images are used to represent the New Zealand landscape of ‘rural, urban and coastal’ and correspond with the three icons. Collateral includes colour scheme booklets, colour fandecks, colour palette cards and folders, sample pots, display signage and promotional advertising. Brand guidelines were also set up to enable consistency across various marketing media.