Asian Paints Adhesives

Consumer Packaging Design
Client		Asian Paints
Brand		Asian Paints Adhesives
Entrant		Fitch

Brief		Asian Paints and Loctite introduced a range of innovative adhesive solutions to a cluttered professional home improvement market. Tradesmen see themselves as expert, skilled professionals who create high quality work, but brand leaders rely on crude, gimmicky packaging overloaded with information. The challenge was to establish Asian Paints’ quality and elevate the category with a fresh approach.
Solution		We created an adhesive brand that appreciated the tradesmen for their skill, without forgetting the creative end consumers’ DIY nature. Our range employs striking patterns to suggest the raw bonding strength of each adhesive; collectively creating a visually elegant system that grows as the range expands. The use of black and white creates an ownable visual identity to aid recognition at POS.