The new look uses a brand device that acts as an ‘open window’, aiming to capture ‘the transformational effects of the product and the emotional reward of cheering things up in the garden’, according to Springetts.
The consultancy was appointed to the project by Cuprinol parent company AzkoNobel in March last year, following a recommendation.
John Sherwood, Springetts design director, says, ‘They had established a trend for making the garden a “fifth room”, so they wanted something unlocking the aesthetic nature of what Cuprinol can do, as well as the function side. We needed to help then unlock that equity.’
The consultancy says that the new branding also aims to provide ‘inspiration’ at point-of-sale.
‘The open window device means that the device is very easily transferable. Sherwood adds. ‘We made a conscious effort to make the green colour more natural looking.’
The new branding is shown across all touch-points including packaging, point-of-sale materials and the Cuprinol website.