Brand Voice launches online paint retailer Colour & Paint to ‘change the paint industry’

The consultancy has created all branding and web design for the store, which sells paint palettes created with licensed brands.

The paints have been developed with independent paint maker Craig & Rose.

Colour & Paint debuts the iPatch concept – an adhesive colour swatch that replaces paint sample pots for customers looking to choose and colour match paint schemes. The patch is an A4 sheet of real paint with a backing that can be fixed and peeled off as many times as the user requires.

According to Brand Voice, the device – which is made to order – ‘eliminates the need for tester pots’, has a ‘significantly smaller carbon footprint’ and ‘costs considerably less than premium brand tester pots’.

Bill Wallsgrove, head of ideas at Brand Voice, says, ‘I’m going to change the paint industry. I’ve gone from being a poacher to a gamekeeper.’

The first brand licence collaboration to launch is the Mr & Mrs Smith At Home range, for which Brand Voice has designed the packaging. The range inspired by ‘ten years travelling the world’, with colours aiming to evoke various global destinations, according to Mr & Mrs Smith.

Wallsgrove says, ‘The world of home décor has been revolutionised by online retail search, sourcing, selection and purchase.

‘This has allowed us to create a paint brand licence without the participation of a traditional bricks and mortar retailer with all the issue of manufacturing, storing, stocking and disposing of ready made colours.’

The Colour & Paint website is currently in beta, with a full launch expected next week.