Dulux and Homebase’s paint work

Two groups, Carter Wong Tomlin and Design Bridge, are bringing a splash of colour to the increasingly competitive home decorating market this week with projects for Homebase and Dulux respectively.

Homebase’s Sanctuary range, with a name and identity created by roster consultancy Carter Wong Tomlin, is the DIY retailer’s latest premium paint brand and positioned as ‘an antidote to life’s stresses’. The 24-colour range is primarily aimed at women and is designed to evoke a ‘home sanctuary feel’, says joint creative director Alison Tomlin.

The plastic paint can has been matt varnished to reflect the nature of the colour range, while the accompanying catalogue has been designed in a ‘magazine-style layout’ that emphasises ‘home settings’.

‘Rather than the standard, landscape-style paint card, we’ve gone for a taller, portrait look that’s more contemporary,’ adds Tomlin, who worked on the brief with senior designer Clare Wigg.

Design Bridge’s paint jobs for Dulux are the latest of a series of projects for the market-leading brand. The group has created an identity for Realife, a high performance emulsion – billed as ten times tougher than normal paint – as well as revamping the packaging for Once, a one-coat paint aimed at youth audiences.

Realife carries a Dulux Diamond Technology marque, created by Design Bridge, while the Once tin shows the Dulux dog running across the lid.