Valpsar

A make over for this DIY brand

The brief

Review the strength and personality of the Valspar core identity.

Optimise the portfolio to signal increasing quality across Blend v300, v500, v700 cans and design system, highlighting our premium price perception over Dulux.

Create an ownable Features/ Benefits grid
on pack.

Revise our in-store POS messaging.

What we did

Stakeholder interviews.

Competitor packaging semiotics audit. 

16 in store visits in England.

Interview 8 paint desk staff.

Research with 12 consumers in depth interviews.

The outcome

Design work developed by Webb deVlam under the guidance of Creative Director JP Hunter:

New Valspar logo designed to stand out on pack, and in store.

Optimised pack design across the entire portfolio. 

New on-pack features and benefits grid tiered to reflect the product attributes in the range.

Revised in-store comms strategy and
POS messaging.

New brand strapline.