Windsor & Newton
Winsor & Newton need no introduction if you paint. They are artists paint! We were tasked with cutting through the usual paraphernalia in this genre and getting the attention of consumers in store so that they considered new brush purchases when browsing for paint.
The popularity of their paint means that there are many types of Winsor & Newton customer. From students to professional artists, they all have different price pressures, wants, and visual language that they respond to. The challenge was to bridge these targets without aggregating the design to the point of blending in with everything else.
Winsor & Newton have a very established brand which cannot be compromised, but they needed to stand out too.
It sounds obvious, but we took the time to actually visit the stores where the POS was going to be placed, and mapped out the customer journeys. Where would customers naturally go, where would they naturally look. We felt there was definitely room in-store for a fresh approach.
We came up with several concepts but finally worked on this concept which had cut-through yet still remains synonymous with W&N brand. It uses the passion of the painter as a starting point for painterly, artistic expression of the message. Showing the materials in use rather than pristine, starting from the idea that at this price you can afford to use them and abuse them!
The project was very well received by the client, and the concept was seen by all audience types across stores which stock Winsor & Newton.