Dulux Timeless Classics


Our brief was to develop the name and proposition for a new range of Dulux paints with a classic, neutral colour palette specially selected by the Dulux colour experts. All the shades are easy to use with an enduring appeal and this needed to be communicated via packaging and point of sale.


Our premium black and cream design and classic fonts reflect this collection of colours with timeless appeal. The large central colour swatches make the paint shade the hero, with the Dulux logo used as an endorsement to underpin the quality. We also created a range of collateral and point of sale to communicate the range and its proposition.


“DGI’s naming and packaging was spot on for our proposition and perfectly suited the colour range They took time to really understand the target consumer and the appeal of the final design is testament to this…”

Dulux Senior Brand Manager