CLIENT
RECOLOR® Paints
PROJECT
RECOLOR® Brand Development & Product Design
PRACTICE AREA
Corporate
SERVICES PROVIDED
Market Research
Identity Development
Brand Positioning and Messaging
Package Design
Brand Launch
Point of Sale Merchandising
Transforming Waste into Colorful Impact
RECOLOR® was born out of a mission to tackle the staggering volume of paint waste in the United States—estimated in the tens of millions of gallons annually. To address this mounting environmental issue, RECOLOR® successfully developed a refining process where unused paint could be collected, recycled and repackaged for use. To grow their distribution base and sales, the company identified three key audiences to align with product grades of paint.
Contractor grade for new construction
Homeowner grade for DIYers and residential
Architect/Designer grade for LEED certification
BD&E was brought on board to assist in developing a brand strategy and communications framework to effectively differentiate the grades while keeping them unified under the RECOLOR® brand umbrella. We started with the creation of the new RECOLOR® identity and visual brand elements.
We created an extensive package design system for merchandising the diverse range of interior, exterior and chalk paints, and developed a North American brand launch in the United States and Canada.
RECOLOR Persona: The Resourceful Problem Solver
RESULTS
Today, RECOLOR® Paints stands as a leading recycled paint brand in North America, offering a vibrant spectrum of colors while keeping millions of gallons of unused paint out of landfills, waterways and incinerators.