THE CHALLENGE:

ICI paints (Akzo merged with ICI in 2007/8) identified the opportunity for greater convergence of the Dulux brand across geographies and asked TVE to accompany them in this process.

WHAT WE DID:

The Value Engineers developed and identified three potential routes for ICI Paints’ global brand vision, which were then explored with target consumers in 5 key markets, gaining consumer input and inspiration to help identify, build and refine the vision with the most potential for future development.

From these global insights, TVE and ICI paints developed a compelling, distinct global vision and brand identity for Dulux.

THE RESULT:

Today, the Dulux brand remains a highly popular paint brand in 26 countries across 4 continents.

 

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