Creating the New England paint brand for B&Q
The idea behind New England paint was to launch a range of premium private label off-whites and neutral paint colours. The not-quite-whites was a popular and profitable emulsion market sector. The new range had to be different from the highly successful range of Dulux Natural Whites, with its associated imagery of flowers and fruits – it was not to be a ‘me-too’.
Strategic Start Points
- New England Paint was inspired by the landscape, colours and architecture of Nantucket.
- The idea came from a timely vacation in Nantucket! The homes and harbours of Nantucket, the white picket fences, sailing boats, blue sky and bleached sailcloth created evocative images of the outdoors that we could incorporate into the paint range positioning.
- New England proved to be a wonderful source of inspiration for the colours, names, packaging, colour cards and merchandising materials.
How we worked on New England paint
- Developed the original New England paint concept and creative execution.
- Colour selection and layout of the colour palette.
- Recommendation of the colour names.
- Design of the packaging.
- Design of the colour cards.
- Briefed Cary Hazlegrove, the talented photographer based in Nantucket, who provided the authentic images used on the packs and colour cards.
- Working with an innovative raw material supplier, who provided the key acrylic ingredient for excellent product performance (this acrylic formulation was unique to B&Q).
- Sourcing authentic US-style paint containers, which were unique in the UK market.
- Paying attention to detail – with real paint colour chips in the colour cards – just like the USA.
Brand Revitalisation Result
- New England proved to be a concept that was bigger than paint alone.
- It sparked the launch of co-ordinating ranges of wallpaper, prints and other home decor accessories.
- New England paint delivered incremental sales and margin to B&Q and was essential to the development of good, better, best, own label range segmentation.