Using steel to stand out from the crowd
Steel packaging offers the flexibility brands need to stand out from the crowd. So when creative agency Brown & Co was asked to create a packaging solution for Ben and Caroline Thornborough’s range of paint, outdoor wood coatings and preservers, was an obvious choice.
Steel packaging offers the flexibility brands need to stand out from the crowd. So when creative agency Brown & Co was asked to create a packaging solution for Ben and Caroline Thornborough’s range of paint, outdoor wood coatings and preservers, steel was an obvious choice.
In a crowded marketplace alongside cluttered shelves, the agency knew it was imperative to stand out with packaging that draws the eye when displayed together with similar products.
To create shelf disruption as well as an easier-to-use pack, a bespoke tin shape that was shorter and squatter than traditional paint tins was developed. The versatility of steel made it the ideal packaging material, offering a wide range of dispensing options with volumes from 50ml up to 40l possible.
Additionally, because the unusual dimensions could be achieved with a simple modification to the existing production process, no additional costs were incurred.
Steel is a popular choice for paint products as its strength means it can withstand rigorous in-store mixing as well as multi-layer stacking during transport and storage.
Cans offer more printable space than alternative packaging solutions, they can come in matt or shiny finishes and steel is formable, allowing for embossing and debossing. This can be an effective marketing tool, but also eliminates the need for secondary packaging or labelling.
The Thorndown lids are a great example of this type of decorative finish.
Thorndown was launched in February 2018 and found itself instantly in demand from retailers. Also, as a result of the brand’s new identity and packaging, ITV’s “Love Your Garden” selected Thorndown as its new official paint supplier, giving the brand exposure to millions of viewers.