The hardware department at Target stores eliminated paint during a decline in paint sales. They began to rethink their decision as the DIY sector began to boom. They asked for an elevated, differentiated paint solution. A smaller, edited line of trend-right designer paint tied to Target’s home goods such as their bed/bath collections, furniture, draperies and textiles. The brand Aria was born after a long naming process. To set it apart, further differentiation was essential. Rethinking how paint should be packaged created a fresh new look for the brand. The dishwashing detergent inspired package was easier to pour than a classic pail and allows more SKU’s on a shelf. The call to action Revive, Refresh, Re-new speaks directly to Target’s DIY customer. The project included naming, brand identity, packaging, in-store presentation, idea books and more. Anchored by a solid brand personality, Aria was extended into DIY wallcoverings. Wrap around endcaps included flip panels with inspirational designs to excite and inform customers.
