Crayola rolls out paint range for youngsters

Crayon and stationery brand Crayola is branching out into paint for the first time with the launch this week of an own-brand range designed for children’s bedrooms.

All packaging design work is by Edinburgh group Donaldson Boyce.

The consultancy was appointed by Scottish paint manufacturer Craig and Rose in February. It won the work on the strength of an existing relationship.

The paint range features wall, furniture and toy paint with heat-sensitive elements, designed to appeal to children, says Craig and Rose marketing manager Jill Kelly. ‘This way, they can leave body shape imprints on painted chairs,’ she says.

Donaldson Boyce was briefed to retain the parent brand’s yellow and green-chevron identity and not dilute it with too many additional design features, says Donaldson Boyce creative director Dawn Boyce. It used Crayola’s character icon, Tip, which it developed to become ‘something of a salesman’ for the range.

Tip is featured on the front of the tins using a paint roller and bright colours to demonstrate the paint application. ‘It was a fine line between appealing to children, but not making it overly childish, because children don’t like being talked down to,’ Boyce adds.

The Crayola paint range will be available in Focus DIY stores nationwide from this week.