A colorful revamp for Gulf Paints

In a world full of colors, the choices for paints are endless. However, when it comes to brands, the everyday ones that customers see, select, and are recommended in the UAE are limited to international brands like Jotun and Asian Paints. This posed a challenge for Gulf Paints, which lacked visibility despite compelling strengths like their 40 years of experience and the government’s trust through high-key projects. Lost among its competition, Gulf Paints approached us with the purpose of rebranding and retargeting to end-users. With the lack of branding infrastructure, the objective was to create an identity from scratch that was defined & consistent and communicated its strengths, reaching at par with the competition.

To communicate its consumer-friendly products to the target audience, we gave a complete
makeover to them, from external platforms serving consumers to internal platforms supporting stakeholders. From logo, packaging, vehicle branding, and store signages to business cards, corporate presentations, website, and social media, we created the consistency needed for brand recognition and recall among customers. The key messaging and design communicates that the brand meets international standards but has known the Gulf longer than its international competition. This was made believable by exploiting their B2B recognition, translating the trust they built through government projects with high-end developers, construction companies and retail owners, to the quality served to their customers.We conceptualized the tagline “Trusted Color of Protection”, positioning Gulf Paints as trustworthy, reliable and customer friendly. A supporting logo was designed to highlight their 40 years of legacy and a simpler, more recognisable typography was chosen. The vibrancy and variety of colors touch end-users and the sophistication in design is aimed at distributors, retailers, and designers. Gulf Paints knows the Gulf best: This was the brand promise, communicated across the brand’s collaterals.

The rigorous repositioning strategy has now helped Gulf Paints create an impact on the UAE market, rising quickly to become at par with its competition. The stakeholders are thrilled with their growth, from a B2B company to a consumer-friendly and reliable brand for a brighter, more colorful world.