Smart Paints with a Heart

With Skora looking to take on the market with their innovative Smart Paint technology, they needed Wife to design the perfect paint buckets that would represent the essence of the brand as well as stand out on the shelf.

Prologue

With Skora’s brand identity perfectly set in place, the brand now needed to establish what their products would look like on the shelf. Skora tasked Wife with designing packaging for the brand that would set itself apart from whatever else was on the shelf while boldly portraying the brand’s personality as well.

Once Upon A Time

The paint bucket is something that’s remained unchanged for years. It’s always the same format, the same shape and has even been the same colour no matter which paint brand decides to use them. Skora’s positioning was defined strongly as a brand that was Smart with a Heart as it diversified the paint category. It was hence key that the product itself had to be dressed to impress.

Odyssey

Since a very core part of the packaging is also execution, we put our gears in reverse. We first began in-depth research when it came to what the paint bucket is made of, who are the manufacturers, what are the print limitations, and also what exactly are the MOQs since that was integral for a paint brand of this size. One critical takeaway of it all was that there were only a handful of manufacturers who supplied to most paint companies in India, which explained why most of them looked alike and why all of them were white.
By working out the details, we broke the MOQ monopoly that is pertinent in the industry and decided that a paint brand doesn’t need white buckets unless of course, it held meaning. This finally led to the buckets being produced with coloured enamel PVC, a first in the Indian Paint industry. Each bucket was colour-coded to Skora’s product categories, where red aptly represented exterior paint, purple represented interior ones and white represented clear protective coats. Matt buckets contained matt-finish paint just like glossy buckets did glossy-finish. This went beyond form and lent function, as now a quick glance was all it took to clearly differentiate interior coatings from exterior ones and matt from glossy and at the same time help the brand stand-out.
With the body in place, only a face was missing to represent the brand. And right in front of us, lied the answer. Each product was personified - named and given faces basis its core attributes, and just like that, it was the identity that every Skora product deserved. The product army's names were prefixed with the “Mr” title-treatment to cement the idea that these aren't just paints and coatings but unique individuals. These included the likes of Mr Perfect for the paint with Lifetime Guarantee, Mr Value to suit tight pockets, Mr Protect, the base of the paint system, and Mr Bond, for the bond.
These individuals were positioned ‘macho’ as Skora sets foot primarily in the B2B market and the on-ground building material industry is majority male and hence this would be most culturally relatable. Very carefully furthermore, all content on the packaging reads in first-person. Almost like each product is talking to the reader when it comes to who he is or how to use him most effectively.

Climax

Through the initial phases of planning, one of the key challenges to overcome was how to break the mould when it comes to paint bucket designs while being restricted creatively by manufacturing constraints. For instance, a handful of colours could be used to create the buckets rather than a varied colour palette. Furthermore, the number of colours that could be printed on the buckets themselves were restrictive as well. Wife however worked around these constraints pretty well and designed vibrant and unique buckets.

HAPPILY EVER AFTER

The visual impact of the bucket truly came to life when the buckets came out of production and were actually used for the first time. Each category was clearly identifiable using the colour coding of the buckets which were then even easier to differentiate within each sub category thanks to the unique faces and names on each bucket. All of this making Skora's paint buckets one of the most memorable ones revelling in India's building material industry.




HAPPILY EVER AFTER

The visual impact of the bucket truly came to life when the buckets came out of production and were actually used for the first time. Each category was clearly identifiable using the colour coding of the buckets which were then even easier to differentiate within each sub category thanks to the unique faces and names on each bucket. All of this making Skora's paint buckets one of the most memorable ones revelling in India's building material industry.

Contact Us

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  • E-mail: curious@thewife.in
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