Branding and Packaging: NaturepaintPosted: October 8, 2012
Naturepaint is a British brand of ‘earth-friendly’ powdered wall paint formulated from biodegradable, non-toxic, sustainable and locally sourced ingredients. London based studio B&B recently created a new visual identity and packaging solution for the brand which replaces the saturated visual cues of the original with a distinctive duality and contrast of contemporary form and classic type that better reflects the high quality and hardwearing qualities of the paint.
Based around a simple geometric and single line weight union of what looks like an abstract tulip and paint drop, the logo-mark manages to communicate organic values through inorganic form – infusing a sense of durability and consistency into what is an intentionally degradable product. Its clear two-part communicative value is appropriately leveraged, through its dominant proportion, across a light and spacious packaging solution that utilises plenty of white space to deliver a blank canvas-like sense of creative opportunity while also functioning well as a backdrop to the paint colour. A well spaced classic serif and contemporary sans serif combination continues to deliver duality – uniting traditional high quality ingredients and the practicality and utility of paint – while the juxtaposition of weight and point size resolves the bold statement nature and fine detail associated with interior design.
It is a significant and impressive change that appropriately replaces the tired and generic with the iconic and proprietary achieved through visual and conceptual contrast, simplicity and restraint
Visit the BP&O Logo Gallery for a chronological guide to all the identities reviewed on BP&O.
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Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.