Format treatment for non-toxic paint brand

Format Design Studio has created the identity for Londonbased environmentally friendly decorating company Paint The Town Green.

The company, which will launch on World Environment Day on 5 June, will use ecofriendly, non-toxic and durable paint, which it will also sell under its own brand. It is the brainchild of decorator Phil Robinson, who has previously worked with Property Ladder presenter Sarah Beeny0 and Location, Location, Location star Phil Spencer.

Format was appointed directly to the contract at the end of last year following a recommendation, according to creative director Will Colvin.

Colvin says, ‘My heart is really in this work, as I’ve recently had two children and painted my house. A lot of people consider getting nontoxic paint, but can really struggle to find it, so I think this is a very viable business.’ Robinson says, ‘We wanted the brand to be a very simple, easy-to-recognise logo, which would tell you what the company is all about. We also wanted to avoid any of the intimidating feelings you can sometimes get when dealing with decorators.’

Format has produced an identity, stationery, livery for promotional vehicles and a basic website, and is currently working on an advanced website which will incorporate e-commerce, as well as paint swatches and labels.

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