Percept develops vibrant and premium packaging design for Dulux Group's new Rota Cota range, named Calibre.

Case Study

The Challenge

Dulux Group approached Percept as they prepared to launch a new range of brushes from their Rota Cota brand, with a premium packaging design positioning.

The brushes were to be positioned in the ‘better to best’ market space with a mid to premium price-point, targeting trade and professional painters. The new range was to have high impact and a quality feel amongst its competitors, a premium addition to any tradesman’s tools.

The Solution

A brand led, premium packaging design took shape with a bold, refined typeface and colour-coded design across the range complimented with metallic stocks and high-end finishes.

Consistency was maintained across the range with brand and detail positioning, with differentiation present through the use of a bold and vibrant variation of hero colours for each particular brush type. The consistency and clear product hierarchy established on pack assists consumers choice in-store and on site.

Premium quality matt silver stock and varnish print treatment is executed on the Calibre logo, badge and details, further contributing to the product’s quality positioning, and differentiation amongst its competitors in a saturated market.