10/08/2017

Echo creates new brand identity and packaging design for Craig & Rose

By Nellie Veltman

Echo has worked with challenger paint brand Craig & Rose, designing an identity and packaging system that helps showcase Craig & Rose’ superior quality in the high fashion paint market. 

Rich in heritage, Craig & Rose have been dedicated to quality since they began in 1829. With a nod to this established past but an eye to the future, the new design for Craig & Rose reinforces the brands exceptional expertise, technology and innovation in high fashion paint.

Expressed across the two product ranges, ‘Craig & Rose 1829 Vintage Colours’ and ‘Craig & Rose ARTISAN’, Echo’s identity system takes inspiration from the visual world of heraldry typically signifying strength and protection. To add a contemporary twist, the chevrons and diagonal lines seen in shield design have been used as a backdrop on which the brand mark, colour swatch and product information are strategically placed. The result is a cohesive and dynamic range identity and bold design that works across the two different ranges, creating an enhanced consumer experience at shelf and in store.

The 1829 collection carefully selects colours from the Craig & Rose vintage colour archive and other historical sources, creating a bold and brilliant range. The ARTISAN speciality collection of decorative paints and finishes allows you to create beautiful bespoke effects in your home. Two different colour palettes differentiate the ranges, with a rose gold brand mark for the 1829 collection and silver for ARTISAN. Echo also worked with expert colourist and interior designer Muriel Scott to select and name the colours in the 1829 collection. 

Nigel Ritchie, Creative Director at Echo comments: “We have created a bold, iconic design that celebrates the rich heritage of Craig & Rose in a contemporary forward looking way. The design reinforces Craig & Rose’ true challenger credentials, celebrating the quality and durability of the product range. We have created a new premium confidence and visual world that is worthy of such exceptional quality.”

Both ranges are now available through selected Homebase stores across the UK. 

-ends- 

For further information, please contact:
Nellie Veltman, Marketing Director for ECHO. 
email: nellie@echobranddesign.co.uk

Recommended For You

Opinion, Insight & Innovation

IFE 2015 saw over 1000 food and drink businesses from all over the world gather at London’s Excel for the UK’s largest annual food and drink event. 

Nellie Veltman
Opinion, Insight & Innovation

The need to brand the product experience as a whole is more prevalent than ever before. Stronger, broader and deeper branding. 

Nick Dormon
Opinion, Insight & Innovation

A direct-to-consumer approach is rewriting the rules of retailing for many consumer goods companies as brands seize opportunities from advanced technology and the rising digitally connected consumer. If it hasn’t already, here’s what to consider if your brand decides to make the move towards a direct to consumer business model.

Nick Dormon
Opinion

Why design and innovation in the infant food sector is more important than ever.

Nellie Veltman