Vechro is the Greek company with the top-selling certified ecological paint systems, and the third largest paint and varnish manufacturer in Greece. However, the company’s leadership in the field of innovation and development of ecological products, starting as early as 2002, was not reflected on the packaging of its top quality product line, Smaltoplast. As a result, consumers had small awareness of the brand’s green profile and supreme quality. Moreover the mother brand VECHRO struggled to differentiate itself on the shelf among tough international competition.
Our brief had to answer two challenges. On the one hand, we had to reinforce the VECHRO brand on the new Smaltoplast packaging. It was a strategic decision to promote a high performing, environmental friendly and forward-thinking Greek paint manufacturer opposite to leading international brands. So we had to create a design that will create a clear and distinct color block for the brand on the shelves.
On the other hand, we had to address the fast-growing DIY movement of consumers in the home improvement products market. Traditionally, paints packaging had to appeal to professional painters with a rigid tone of voice. Instead we wanted the new Smaltoplast identity to be eye catching, friendly and earthy. We created illustrations that echo the current eco-pop trend and reintroduces a paints brand as any other eco- friendly commodity brand, rather than a representative of heavy industry. Smaltoplast makes sure that our space -and our planet- can be a brighter, happy place to live in. Each illustration showcases clearly the use of each product and along with typography and icons make easy even for beginners to choose the variant that fits best to their needs.