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A better and more sustainable paint experience

A better and more sustainable paint experience
Idea Award I.D. Award iF Award Golden Nut Dutch Design Award

Packaging design for Akzo Nobel

An exceptional idea for an extraordinary product. That is how we have been able to communicate the difference between AKZO Nobel’s high quality latex paints and all the available private label products.

Consumer insight

When you are trying to find out how value can be added to packaging, true consumer insights are crucial. The insights for 1-2 Paint were obtained through ethnographic research and our genuine curiosity for consumer behavior.

Our findings showed that people enjoy painting a wall: limited effort and a lot of result. What they don’t like is the mess it can make and all the cleaning afterwards. This simple insight has made us focus on packaging that helps people with the entire painting process.

Consumer insight

When you are trying to find out how value can be added to packaging, true consumer insights are crucial. The insights for 1-2 Paint were obtained through ethnographic research and our genuine curiosity for consumer behavior.

Our findings showed that people enjoy painting a wall: limited effort and a lot of result. What they don’t like is the mess it can make and all the cleaning afterwards. This simple insight has made us focus on packaging that helps people with the entire painting process.

Big increase in market share
Happy customers

Big increase in market share

Happy customers

People appreciate the advantages 1-2 paint offers. After introduction in retail channels throughout Europe, turnover and market share have increased up to 20%. In addition, AKZO Nobel’s paint brands are seen as more advanced and more innovative than other brands and private labels.

Many things that people dislike about painting are eliminated through the packaging: no need for plastic trays, no need to dispense the paint, less risk of spilling and no more cleaning trays.

Big increase in market share

Big increase in market share

People appreciate the advantages 1-2 paint offers. After introduction in retail channels throughout Europe, turnover and market share have increased up to 20%. In addition, AKZO Nobel’s paint brands are seen as more advanced and more innovative than other brands and private labels.

Happy customers

Happy customers

Many things that people dislike about painting are eliminated through the packaging: no need for plastic trays, no need to dispense the paint, less risk of spilling and no more cleaning trays.

In my opinion, 1-2 Paint represents what design is all about. Some products become commodities until a creative design idea adds new qualities to one of them.
Celso Santos, jury Industrial Design Excellence Award

A very sustainable solution

1-2 Paint is a significantly more sustainable solution than any other type of packaging for latex wall paints. We have achieved this not by using better materials, not by setting up complex returnable systems and not by reducing the amount of plastic. We have achieved this simply by rewarding the user for a more sustainable behavior.

Anyone who uses 1-2 Paint will experience the benefits of the ease of use, no chance of spilling and no need for cleaning. As a result they will not need to buy plastic trays, to waste water on cleaning or spill chemicals into our sewer system. Just in the Netherlands alone this saves per year: 150.000 kg of HDPE in trays, 8 million liter of water for cleaning and 170.000 kg of spilled paint.

A very sustainable solution

1-2 Paint is a significantly more sustainable solution than any other type of packaging for latex wall paints. We have achieved this not by using better materials, not by setting up complex returnable systems and not by reducing the amount of plastic. We have achieved this simply by rewarding the user for a more sustainable behavior.

Anyone who uses 1-2 Paint will experience the benefits of the ease of use, no chance of spilling and no need for cleaning. As a result they will not need to buy plastic trays, to waste water on cleaning or spill chemicals into our sewer system. Just in the Netherlands alone this saves per year: 150.000 kg of HDPE in trays, 8 million liter of water for cleaning and 170.000 kg of spilled paint.

What is remarkable about the 1-2 Paint system is that it addresses both a person’s typical frustration, as well as the environmental impact and economic waste
Chris Conley, jury Industrial Design Excellence Award

Team

Discover more about this case? Contact Jeroen

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