2014 Winners & Shortlists

Brief Explanation

Their expertise has seen the company make huge advancements in; “automotive coatings, micron liquid technology, exterior tension technology, bio technical surface coats, decor-art finishes, low volatile organic compounds, anti germ laminates, petro-free solubles, water-borne facings, split colour diversification, velocity jet streaming, solvent hybrids, formula modulation, substrate minimalisation, metal oxidation, corrective corrosion, deterioration deceleration, hydrophilic films, friction emission sizing, tin-free particles, polymer hydrolysis…” BLAH, BLAH, BLAH! PAINT IS BORING! BUT COLOUR IS NOT! So, we had to convince Kansai Paint to focus less on getting technical with the tradesmen, but instead start exciting the end consumers with the possibilities of colour!

The Brief

Typically in the UAE paint manufacturers have conducted business by talking shop with traders, which has been great for selling products and services. No one had really considered going beyond just promoting the physical application of paint. There was a more meaningful conversation to be had. So when Japan’s number one manufacturer of industrial and domestic paint and coatings decided to up its game in the Middle East, it was necessary to take a big bold step. Kansai Paint has always had a pioneering spirit, which is demonstrated by its many technological innovations.

How the final design was conceived

To deliver a far more engaging experience, we took the most admired values and principles of their Japanese roots and re-interpreted them through the lively and modern theme of Japanese pop culture. This gave birth to the larger than life world of ‘Mr. K’, a dynamic and wise brand mascot who would build a relationship with customers by promoting the virtues and pure joy of colour. This new essence of self-expression was captured in our brandline “Colour your way”. The brandmark combines a circle, which symbolises the strength and tradition of the Japanese rising sun with a spectrum of fluidity.

Indication of how successful the outcome was in the market

Kansai Paint has successfully launched its re-branded company across many key markets across the Middle East. The brand has already begun to attract and turn the heads of customers in mall outlets across the region. The client is confident they will be reporting a first quarter increase in sales and brand awareness.