The pinnacle of the ColArt portfolio, Winsor & Newton is positioned as one of the world’s leading art material brands. P&W was tasked to elevate the packaging design solution for its top-tier range of 108 professional watercolour paints.
Conceptional objective:
P&W was requested to refresh Winsor & Newton’s premium range while aiding consumer navigation of the vast array of colours. To confidently articulate the authenticity of the Winsor & Newton brand, P&W’s strategy was to reaffirm the superiority of its marque and ensure its various colourways were communicated clearly.
Creative response:
Our response was an honest approach to strengthen the hierarchy of information on the pack. P&W incorporated a simple, graceful coloured wave at the top of each tube, reflecting the hue of the paint contained within (and its name in three languages) to aid consumers in their purchasing process. We also ensured the Winsor & Newton logo was positioned confidently in the centre of each pack. The silver tubes are a homage to the brand’s original metal tubes from the 1840’s.
Commercial Conclusion:
The result is a strong retail presence for the range of Lefranc & Bourgeois art products that confidently communicate that brand’s personality. Helping spark the imaginations of the budding artists.
