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Wickes Paint
Wickes had been working for 2 years with professional painters and decorators to perfect the quality of their paint in terms of usability and performance. They now had a product that in independent tests out performed the market leader.
The problem was that trade and diyers perceptions of Wickes paint was one of poor quality (not the reality). The task was how to seriously challenge these strongly held beliefs and convey the quality of the new formulation.
Project Scope
Brand positioning, pack design, POSM to help navigation and colour cards
Main Questions
- What visually conveyed high quality? Was it performance? finish? style? technical data? etc.
- How could we make the Wickes range the easiest shop in a category that is notoriously difficult?
- What were the best product descriptors and reasons to believe, to create an understandable range?
- What was the job of the packaging versus signage and colour cards?
