Next time you’re in a DIY store, don’t be surprised if the paint department is full of women. Research has shown that women are the main paint buyers, while men tend to do the decorating.
With this in mind Carter Wong and Partners set about rethinking ICI Paints’ Dulux Naturals range to appeal to ABC women in the 24-45 age range.
According to Carter Wong account director Helen Rayner, the aim was to make the paints look ‘a bit more fmcg’. Key to this is the use of ‘in-mould labelling’, which involves printing on to paper and then embedding the paper into the plastic can. This makes photography and illustration more effective.
The Naturals range is ‘aimed at people who want to be adventurous’, says Raynor. Senior designer Nicky Vincent has incorporated a ‘pinboard collage’ of images to create a lifestyle positioning and inspire paint buyers. ‘People want to collect things to inspire them to develop an individual look [for their decor],’ says Rayner.
The images were photographed by Paul Dunn and set against a wheatfield backdrop shot by Mike Austin.
Carter Wong is working on other Dulux lines, including primers. The labels for these, says Rayner, are far less emotive. They are designed to appeal to chaps.
Designer: Carter Wong and Partners
Client: ICI Paints