NORTON – DECORATING PACKAGING

• Client:
  SAINT-GOBAIN

Although Norton was an established brand in the DIY market in France, it wasn’t known throughout the rest of Europe. The challenge was to create a range of sanding products that empathised with lifestyle values, with a more feminine approach. We took our inspiration from the paint market where brands were already using lifestyle imagery to communicate their products, speciality and appeal to different types of consumer; they are male and female, relatively practiced DIYers, interested in re-decorating their home to the highest possible standards. The packaging was colour coded and used text (in 3 languages) and imagery to communicate the benefits and application. Ranges and grits were colour coded. Background images reflected the range and application images showed the product differentiation. A range of accessory products were also created with kits and refills. We designed bespoke packaging using minimum glue and recycled and sustainable board.

The project included: Consumer research, Competitive audit, Packaging design.