THE CHALLENGE

AkzoNobel's Dulux Trade paint had a reputation for quality and was the product of choice amongst architects, builders and interior designers.

But with increasing regulatory demands and a corporate desire to tackle climate change, customers were jumping ship, choosing brands with greener, more sustainable products.

Dulux's existing credentials were no longer enough.

 

Working hand in hand with the Dulux team, from scientists to financiers, we explored the possibilities.

... this helped us to push new concepts to the fore.

 

And the winning formula?

'PROGRESSIVE PAINT'

Dulux Trade were investing in a promise to progressively improve its sustainability credentials over time- offering all the performance with environmental savings.

 

WE CREATED A NEW BRAND IDENTITY TO REFLECT ITS VALUES:

pioneering, empathetic, diligent, knowledgeable, integrated approach to sustainability

 

And we came up with a meaningful strapline that worked well with the masterbrand.

RESULT: We helped Dulux Trade to make their first step towards greater sustainability, bringing innovation and design together to solve a business challenge.

At the British Coatings Federation Awards the Ecosure range was highly commended for innovation and for its positive impact on the supply chain.

ECHO's design has achieved clear stand-out and differentiation within the Dulux Trade portfolio, but crucially sits comfortably under the Dulux master brand. Both the logo and design effortlessly convey genuine 'green' credentials, ensuring that we are not associated with 'Green Wash', with the sentiment evoked by the 'Step toward Greener' sign-off being very well received by target consumers.

David Shepherd,
Project leader for Dulux