AkzoNobel: Armstead

Agency: Springetts Brand Design Consultants

Executive summary

This is a story about how a brand died and how we created a new one to phoenix-like, rise from the ashes. AkzoNobel, owners of Dulux, also owned Glidden, a brand in the decorative trade paint. PPG (AkzoNobel's biggest competitor) acquired Glidden and, as a result, AkzoNobel could no longer continue to sell the Glidden brand in the UK. And nothing of the Glidden brand could be used by AkzoNobel in the future.

  • Our job was to create a completely new brand that could replace Glidden without losing any sales and act as a platform for future growth.
  • We identified a position that appealed to the straightforward contracting decorator. A no-nonsense, on your side brand, the savvy choice.
  • We created a name and identity that hit the market hard, stood out, forging confidence.
  • We created a brand for the trade market that engages with the audiences, turning awareness into something more tangible.