Packaging of the Month was taken from an article written by Andrew Gibbs in the August issue of Entrepreneur Magazine.
WHO: Conran and Partners, a U.K. – based product, brand and interior design studio founded by Sir Terence Conran, has drawn on 50 years of experience in designing for the home to create the Paint by Conran line, based on British horticulture.
WHAT: The 96 neutral and bright colors in the Paint by Conran line were inspired by the palettes found in British plants and landscapes. The colors divided into five collections: Highland, Cottage Garden, Kitchen Garden, Orchard and Harvest – were identified through tear sheets, photographs and real-life samples. In addition to the paint itself, Conran and Partners sought to create a brand identity that would appeal to the primary decision-makers in the paint category: women. The packaging has a soft, approachable look created with simple brush strokes that bring the story of the colors alive. The line includes hand-painted swatch cards and tester pots reminiscent of an artist’s paints. A thank-you note with purchase doubles as a color-matching card for use in shopping for complimentary items.
WHY WE LOVE IT: The loose watercolor style emphasizes the handcrafted nature of the paint itself, with its soft, natural, cool palette. The delicate metal handle and thin rim provide subtle emphasis to the clean floral graphics and text. The elegant design stands in contrast to the many male-focused paint products on the market.
ANDREW GIBBS IS FOUNDER OF ONLINE PACKAGING MAGAZINE THE DIELINE.
