When British paintbrush manufacturer Hamilton was asked to challenge category thinking in the decorating tools sector, they called us for our expertise. We designed and presented brand concepts for two new ranges of paintbrushes, rollers and decorating tools for leading DIY retailer B&Q.
We understood that Hamilton didn’t want a product that was everything to everyone, and with the end user in mind, we created two brands with their own distinct identities.
Vantage was devised with a premium look and feel, for the experienced decorator focused on quality of the finish. Easy was designed to be approachable and familiar, offering reassurance to the growing number of female DIY enthusiasts.
All products were packaged with their own new identity, supported by the Hamilton brand, giving consumers instant confidence in the quality and heritage of the products.
We quite literally stood category thinking on its head when we rotated the paintbrushes to hang from the handle, challenging the sector’s approach and the limitations of the packaging.
Research showed that most consumers want to feel the paintbrushes, in particular the bristles, to determine the quality of the product, so we were careful to leave the bristles free when we designed the packaging.
Research showed that most consumers want to feel the paintbrushes, in particular the bristles, to determine the quality of the product, so we were careful to leave the bristles free when we designed the packaging.
