Notes®

Project

Client: Flügger

Project: Brand Identity

Year: 2022

Foundation
Brand Identity
Digital Design
Tone of Voice
App Icon
User Interface
Creative Direction
Guidelines

Credits

T for Troels
Novicell
Rainmaking

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With a history dating back to 1783, Flügger is market leader in Denmark and a big international player with factories in 8 markets. Partnering with venture studio Rainmaking, Flügger has launched Notes®, a standalone brand directed at the fast evolving D2C market. We met the teams when the paint on this new idea was still wet, and we’re proud to have contributed all the way from concepting, through naming, visual identity and launch of the ecommerce platform.

Now more than ever, color plays an important part in our lives, from pure aesthetics to maintaining stress levels, increasing appetite or making us focus. Color is everything and everywhere – from Instagram to Pinterest – reminding us of its transformative powers.

Paired with the accessibility of ecommerce (accelerated by Covid), the raging color trend has made companies rethink the traditional way we buy paint. Startups have entered the scene with trendy brand positioning and edgy color palettes, promising a different experience to the painful “paint shop”. But building a paint company from scratch is not easy, when at the end of the day, quality matters.

Enter Notes®. A new company built on top of Flügger’s infrastructure and with the insight of venture studio Rainmaking. Rather than being everything to everyone, Notes® takes a distinct approach to quality and curation, working in collaboration with a select team of color specialists to curate a collection of 40+ Scandinavian colors - delivered to your door. For a listed company with a long history in B2B, this is a radically different proposition. So giving Notes® its own wings and the freedom to act independently gave rise to new opportunities across the customer journey.

We worked with the founding teams to build the brand from scratch, setting a design direction that is neutral yet dynamic, allowing the representation of color, content and people.

The logo and typography is light and not overpowering, giving focus to what matters:

Everything from the transparent packaging to the use of large imagery and sampling papers, Notes® is putting color at the center stage and delivering a brand that is inspirational – far from the utilitarian approach of traditional retail stores and the endless pages of HEX codes.

The result is a true designer's paint brand with no legacy strings attached.

Project information