The White Knight brand is a well-known specialty paint brand in the Australian market. It is synonymous with producing quality products that help you get the job done. However, the branding was dated and didn’t reflect the quality of the brand so the decision was made to update the whole suite of White Knight products. In addition to this the designs were to adopt a masterbrand approach to add an element of trust for consumers when purchasing. If you buy White Knight you know it’s going to be good.
Rust Guard was one of the first products to be updated in the White Knight portfolio. We developed the Rust Guard identity and range with a masculine black background uniting the range and creating a solid family look and feel. The colour palette reflects the robust nature of the product and talks directly to the target market. Bright colour coding was introduced to help consumers navigate successfully through the extensive range of products and formats. The use of metal in the sub brand and diagonal image on the right hand side of the pack signifies strength.
In addition to the new packaging a range of point of sale collateral was produced including product colour guides and reference cards.
This outcome meant that the range has a strong and consistent look that can be easily identified in any hardware store.