Painting Branding
Colour, described by people who mix it.
- LocationGhent
- CountryBelgium
- Design LeadEthan Morales
- Websitewww.paintingbranding.be
Challenge
Eighty colours, no names, and a tin that looked like every other tin on the shelf. The maker's whole advantage — pigment mixed by hand in batches of two hundred — was invisible at the point where somebody chooses.
Industry
Manufacturing
Work
Brand Identity & Packaging
Year
2024
Design & Experience
Every colour was named after the light it was mixed under rather than after a mood, and the tin carries the batch number, the date and the mixer's initials on the front. The system is honest because the product is.
The sample card is the campaign. It is large enough to hold against a wall, printed with real pigment rather than process ink, and it costs the customer nothing.
Vision
A brand where the label tells the truth in the first three seconds, and the range can grow to three hundred colours without a redesign.
Conclusion
The tins now sit face-out in nineteen independent trade counters, and the sample card has been reprinted four times.
Naming, identity and an ordering flow for a four-site pizza kitchen with a very short menu and a very long queue.
Naming, identity and a launch site for a seed-stage team with a demo and no way to explain it.
