Creating a new brand positioning – introducing Mylands’ historic paint range to the consumer market.
Mylands has been manufacturing quality interior and exterior paints and polishes since 1884. The superior range of paints and varnishes produced by this family firm needed a truly authentic identity that was erstwhile lacking. Through a period of comprehensive research and discussions, we developed the phrase ‘Colours of London’ to act as an evocative way to describe the shades of paint and bring them all together under one, attractive ‘umbrella’.
Each colour is unique. Inspiration came from timeless London landmarks, such as the polished front doors of Pimlico, the stone facades of Grosvenor Square and the rich scenery of Soho.
We went on to capture the rich visual history of the London landscape by creating a collection of stunning illustrations that would go on to become the heart of the new Mylands brand, reflecting their heritage in packaging, colour cards, exhibition stands, online and within other marketing messages and materials. Each building was hand drawn to give an etched or engraved feel and to maintain optimum quality and control.
The illustrations and the rest of our branding changes were rolled out across the entire product range, marketing communications, transactional website and vehicle livery. Mylands was delighted with the new look and customer feedback reported a positive reaction to the revision of a traditional brand.
It was strongly felt by all involved that the new branding with its hand-drawn illustrations firmly placed Mylands into a strong position amongst its competitors while retaining the crucial values and heritage of the past. Sales figures reflected this positive response, both online and from face-to-face transactions.