Dulux Once: A first class finish

This case study reveals how a redesign of decorative paint brand Dulux' Once range persuaded its largest retailer B&Q to give the brand its own space in 75% of stores.

Dulux Once: A first class finish

Design Bridge

Executive summary

Challenge

Dulux needed to lift the paint category out of its sluggish 4% annual growth with its premium 'Added Value' range. And brush over the dominant own label brands. It needed to stand out.

Context

Justifying a premium price is harder than ever these days. In a recession and housing slowdown, nobody moves, nobody buys paint and nobody pays a premium. Especially when the store environment is dominated by cheaper own label products, which are continually on offer. What's more, the category is confusing with many shoppers leaving the store...

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