Updating a Brand While Maintaining its Strong Heritage
We developed new packaging for Pratt & Lambert to modernize their brand without losing the essence and heritage earned over 160 years.
We developed new packaging for Pratt & Lambert to modernize their brand without losing the essence and heritage earned over 160 years.
Challenge
Pratt & Lambert is one of the most respected household paint brands in the United States. The brand is also 160 years old. When the brand wanted a “refresh”, the challenge became modernizing the look without losing the heritage and essence it had earned over the years.
Execution
The initial phase of this refresh began with the most visible part of the brand, the most important touchpoint for the consumer – the product label. The hierarchical sub-brands were each given an identity and, most importantly, a personality to appeal to their respective target audiences. Through our in-house CGI studio, we brought new label designs to life and worked with the brand to test them through the various identified audiences. Once a design series was chosen, we developed a new collateral package for the sales team to reintroduce the family of products to their customers. The new product labeling has been at the forefront of the Pratt & Lambert‘s marketing efforts through their website, commercials, social media, and beyond.
