CLIENT ICI Dulux Paints
SERVICES PROVIDED
Brand Audit, Brand Strategy, Brand Architecture, Brand Design, Packaging, Digital Branding, Brand Advertising
UNDERSTANDING
A colourful business with an expanding horizons.
ICI Dulux -currently an AKZO Nobel brand- is a leading household paint manufacturer with presence in over 100 countries. It has a broad range of paints and finishes. It is one of the most admired and recognised paint brands. A unique branding element is its brand mascot, the Old English Sheepdog. The dog was first introduced in advertising campaigns in the 1960s. Since then, it has been used as a constant and highly popular feature of Dulux, in television, print adverts, as well as, packaging.
BRAND BUILDING
We discovered opportunities and tripled sales.
When Dulux Paints decided to expand their DIY range to South Eastern Europe, our brand strategy and design helped them position their products and exceed their sales target.
Yalos had to develop a new approach following a new set of objectives for the areas of South-Eastern Europe.The Dulux branding project presented a combination of challenging goals:
- New product lines and differentiation
- New packaging
- New distribution channels and sales policy
Yalos’s task was to create a clear premium product identity and express the value of the Dulux Brand. At the same time the product line features had to be expressed individually but also as part of a coherent product identity system.
The project brought excellent results. In the words of ICI’s area manager:
“Yalos provided excellent work for our brand. This was a full service mix from brand postioning, packaging, promotional materials and colour brochures. The work was of superb quality and delivered excellent results: within 2 years our sales – having been flat for 10 years – had tripled.”
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