The packaging for Hammerite metal paint is being redesigned by UK marketing agency Refinery, to be rolled out across the product range in more than 50 countries from early 2011.
The aim is to boost the brand’s appeal among a younger audience, without alienating traditional buyers or impacting on the brand’s 25-year heritage.
Philip Armitage, Refinery director, says: “We’re working with AkzoNobel in Germany to produce packs for Hammerite’s European markets. We will then be designing and implementing design guidelines for the implementation of the new packaging in territories as far afield as Russia, Argentina and Uruguay.”
