PAL Small Job (Redesigned)


Agency: Redfire
Creative Director: Colin Downing
Art Director & Designer: Natasha Alimova
Client: Paint Aids Ltd (PAL)
Country: New Zealand

Paint Aids Ltd (PAL) is New Zealand’s market leader of painting and decorating accessories. They recently expanded into a specialized niche market for paint focusing on small jobs through the acquisition of a specialist paint company. There was significant opportunity to grow this market and with the help of Redfire, a strategic branding and packaging agency, an entire brand and packaging review was undertaken.

Redfire renamed the product from Real Colour’z to Small Job and realigned this from RedEnz to fall under the PAL master brand.

A simple approach was taken to clean up the packaging and make it easy for consumers to shop. The focus was on color and the concept of a paint color chip introduced. The revamped range was re-introduced three months ago and has been snapped up by over 200 DIY Big Box retailers. Not surprisingly sales have grown by almost 220% from an already large base. This is a great example of keeping packaging simple and the pack refreshment has proved a major success.