Packaging designer, Percept, develops brand positioning and premium packaging design for DuluxGroup's new RotaCota range, named Calibre.
Brand Positioning & Premium Packaging Design by Packaging Designer, Percept
DuluxGroup approached Australian packaging designer, Percept, for their brand positioning experience, as they prepared to launch a new range of paint brushes from their RotaCota brand, with a premium packaging design positioning.
The paint brushes were to be positioned in the ‘better to best’ market space with a mid to premium price-point, targeting trade and professional painters. Percept was awarded this job because of their expertise in brand positioning.
The packaging design for the new range was to have high impact and a quality feel amongst its competitors, a premium addition to any tradesman’s tools.
Packaging designer, Percept, created a brand led, premium packaging design in response to the brief. It took shape with a bold, refined typeface and colour-coded packaging design across the range. This was complimented with metallic stocks and high-end finishes.
An elevated look and feel was maintained across the range with brand positioning and communication design details. These elements provide a point of differentiation when compared to competitor brands.
Also present throughout, is 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, both in-store and on-site when the products are in use.
The desired premium packaging design feel comes across in quality finishes. Matt silver stock and varnished print treatment is executed on the Calibre logo, badge and details, further contributing to the product’s quality positioning.
All these things combine to achieve the aim of differentiation amongst its competitors in a saturated market such as hardware stores and trade centres.