The new identity features a redrawn Griffin logo, which has been removed from the holding device of the arch to give it more ‘status and clarity’.
Sarah Cattle, creative director at Pearlfisher, says, ‘The original marque was lost on an information-heavy pack. We have strengthened the hierarchy and optimisation on pack by giving the brand a strong and central place at the top.’
Pearlfisher has also introduced silver as the key colour for packaging, which Cattle says is ‘in homage to the traditional aluminium tubes much loved and revered by artists’.
The Winsor & Newton brand is positioned as ‘the world’s finest artists’ materials’ and is part of the ColArt brand portfolio.
Winsor & Newton’s packaging and branding from the 1970s and 1980s was developed by Michael Peters and won a host of design awards, including D&AD Design Awards.
The new look is set to roll out globally across Winsor & Newton’s entire portfolio.