Asian Paints Adhesives
Style with substance
A growing range of innovative adhesive solutions that cater to any need
Design Research and Audit, Brand Identity System, Packaging System Design, Brand and Packaging Guidelines
Asian Paints and Loctite introduced a range of innovative adhesive solutions to a cluttered professional Indian home improvement market. Trades people often see themselves as expert and skilled professionals who create high quality work. However, brand leaders in the sector rely on crude, outdated and gimmicky packaging that is usually overloaded with information.
With the market already dominated by very strong players, the challenge was to establish Asian Paints authority and facilitate noticeability.
Our opportunity lay in introducing an adhesive brand that elevated the category with a fresh approach - one that appreciated the major user segment of trades people for their skill, without forgetting the end consumers’ creative needs; a brand that offered a combination of style with substance.
The packaging design employs striking patterns that suggest the raw bonding strength of each adhesive, collectively creating a visually elegant system – one that can grow as the range expands. A dominant use of black and white resonates with the category of adhesives at a very fundamental level – and is clutter breaking in the Indian industrial adhesive markets, creating a strong visual identity to aid recognition at the point of sale.
The adhesives range is available pan India since January 2016 across hardware stores as well as all Asian Paints outlets - amounting to approximately 50,000 stores across the country. As of July, 2016, over a million pieces of the complete range have been produced.
