The Industry Setting
In 2017, a year in which the paint and plaster market was dominated by the major DIY retailers, a new local brand is launched in Iași. Given the recent shareholder changes of the S.C. Imparat S.R.L. paint and plaster producer, the obvious next step was an update of the visual identity and positioning strategy.
The S.C. Imparat S.C.R. paints and plasters already had excellent brand equity among the construction specialists and the local DIY stores of Iași. Our mission was to create a new brand which would be attractive, relevant and easily recognizable among both the current public and the future one: the end-user which will use the paints and plasters in creative DIY projects.
Color, protection and durability are the main qualities of paints and plasters. Having this in mind, we decided to concentrate mainly on geometric forms and straight lines; typefaces which were solid, straight and sans-serif; bright, lively and complementary colors.
Colors play a crucial role in differentiating the 4 product ranges, each being easily identifiable via its 2 definitory colors. Another benefit of the color range chosen is the enhanced notoriety and visual impact of the products when placed on the shelves of the retailers.
The new product range – EX, launched at the beginning of 2018 will soon be available on the shelves of local DIY stores, with all the additional information being currently available on the new ColorEX website. The next steps in growing the brand will focus on communicating the story of ColorEX in the digital medium.