Brief
After 90 years in the market, the Haymes Paint Architectural and Decorative range had evolved under the influence of many voices, resulting in a fragmented visual identity and unclear product hierarchy. The "good, better, best" positioning could no longer be easily identified, and the naming conventions had become overly complex.

Creative Solution
To address these challenges, I conducted a comprehensive visual brand audit to assess the brand’s performance and coherence. Based on the insights gathered, a full packaging redesign and renaming strategy was initiated to bring clarity, consistency, and renewed strength to the brand with recommendations presented to and signed off by executive and board members. While packaging rollout continues across the established product range the new design framework has allowed new products to be launched within the new packaging guidelines. 

This project is ongoing.