Pearlfisher has developed a new creative strategy and iconic brand identity for Winsor & Newton as part of a global relaunch for the brand. With a legacy of science and art, the Winsor & Newton brand is positioned as 'the world's finest artists' materials' and is the pinnacle of the ColArt brand portfolio.
Pearlfisher was tasked with adding more stature and impact to the Winsor & Newton identity to reassert the brand's position as a true innovator and creator of excellence - and creating a platform from which to build the whole brand portfolio as the world's optimum and iconic art brand.
"We have created a more powerful and symbolic identity and architecture to build equity and to fully realise the unique, iconic potential of the brand to take Winsor & Newton to the next level as a contemporary and timeless icon," stated Karen Welman, Founder and Creative Partner, Pearlfisher.
"The original marque was lost on an information heavy pack," said Sarah Cattle, Creative Director Pearlfisher. "We have strengthened the hierarchy and optimisation on pack by giving the brand a strong and central place at the top - with the logotype redrawn and reformatted. The Griffin has been redefined and removed from the holding device of the arch to give it more status and clarity as a true icon that has more synergy with the brand.
We chose to introduce silver as the key brand colour in homage to the traditional aluminium tubes much loved and revered by artists as a way of creating and fostering a sense of intimacy and depth of emotion between the artist and their art - and to also reaffirm the creativity, quality and heritage of the Winsor & Newton materials."