soulsight®

Background

Rust-Oleum, a leader in protective paints and coatings, was looking to launch an innovative new superior tube wood stain gel and polyurethane gel under its Varathane brand. Since Rust-Oleum recognized that there were many inherent barriers that deterred consumers from taking on wood finishing projects (e.g. mess, time, skill level), the brand turned to Soulsight to develop package design graphics for this new line that would communicate to consumers that wood care can actually be fun and easy to understand.

Solution

In an effort to remove any barriers from consumers’ minds around potential mess, difficulty, or time consumption with wood staining, Soulsight knew that the visual language and design architecture needed to be as straightforward and streamlined to navigate as possible. Soulsight introduced a simple blocking system by housing the brandmark and key benefit copy on black fields, the relevant variety information in black sans-serif type on silver fields, and a clear, telegraphic photograph of the wood stain color or polyurethane veneer effect. Soulsight also updated the Varathane logo to be an eye-catching metallic silver, which helped to contemporize the brand and aid shelf-pop. The result was a clean, modern, and easy-to-understand communication system for consumers.

Results

The Varathane tube line was recently launched and is already flying off the shelves!