AkzoNobel, the biggest paint manufacturer in the world, wanted to make history with the world's first global, premium paint brand. They asked us to create a global identity both in line with their mission, 'Adding Colour to People's Lives', and with the positioning of their flagship brand, Dulux. This harmonising identity would need to work across 14 existing brand names in 50 local markets, in every format and application, from simple business cards to point of sale, livery and major advertising campaigns.
International creative collaboration between our studios produced a new identity symbolised by the iconic, energising Flourish logo and motivational strapline: "Let's Colour". This universally understood shorthand liberates creativity by opening consumers' eyes to the transformative power of colour.
Rigorously tested across 14 key emerging and mature markets, response to this new brand identity was overwhelmingly positive and consistent. We created on and off pack and look-and-feel guidelines and act as brand guardians, providing an online Brand Centre to help local markets with implementation.
AkzoNobel have declared they are "thrilled with the new global identity", which captures "the creative and progressive personality of the brand", allowing them to develop Dulux into a truly global masterbrand.