Libert Paints already had paint for the trade. But what about quality-conscious DIY enthusiasts? To respond to demand, the folks there launched a whole new brand. We guided the paint producer through the branding process, starting with the name...

New paint, new name

Libert Paints has been making coatings for professional and industrial use for more than 140 years. In response to the ever-increasing demand for high-grade paint on the DIY market, last year the paint maker decided to launch a new brand. Specially created for consumers looking for top-notch quality. We hit on a new name: Touch!

Branding with a swirl

Of course, you need a lot more than a name to launch a new brand on the market. Which is why we developed a full branding strategy. We created a visual centred on the consumer. The paint swirl – a dynamic, colourful design – is used on all communication tools, which are all based on the same graphical style. Because a strong brand image is founded on a uniform house style. And lastly, the tagline, Colour your life, is a call to give your imagination free rein and brighten up your home.  

We took full responsibility for the whole branding process: name, house style and all communication tools.

An original total concept

Touch is so much more than just a new brand of paint. It’s a total concept of wall, facade and enamel paint. Each application has its own colour code and special accessories (brushes, rolls, sealants and more). That makes it easier for consumers to find the right product. They just need to follow the colour code. And touch is available in every colour of the rainbow. Need advice on what goes with what? The Matching Colours series offers a touch of inspiration. 

Sales-driven tools

In Belgium Libert Paints sells the Touch range exclusively through home improvement stores and builders’ merchants that are members of the ProCoop purchasing cooperative. We designed a launch leaflet and catalogue covering the whole range of paints and accessories to introduce them to the new brand.

Painting the store red with POS

We also developed POS material, such as shelf talkers. They provide the information consumers need to choose the right Touch paint and brushes for the job in hand. Other tools are in the pipeline to take awareness and sales of the Touch brand up another notch or two in the future.