Wickes Paint Packaging and Fixture Is Redesigned

Wickes Paint is re-launching this week with a new paint packaging and fixture design. Owned by Travis Perkins Group Travis, Wickes has a portfolio of over 190 stores, and a range containing over 6,000 own brand home improvement products.

Wickes appointed Reach packaging communication specialists in early 2008 to develop a visual strategy that created good quality perceptions and made ranges simple to shop. The flagship paint range and fixture is the first major rollout of the new Wickes packaging design.

Reach worked with decorators and serious DIYers from the outset to identify the barriers to purchasing Wickes paint and tested possible visual strategies that might help overcome them. Reach have created a pack design that breaks perceptions of the quality of Wickes paint and helps to credibly communicate the new market leading formulation. The fixture solution is integrated with the packaging design strategy. This integrated solution has created both excitement and shout. A store within a store, it engages females without putting off the Tradesman; challenges current quality perceptions; aids navigation; and informs. Job done.

For the fixture we created an entrance inspired by the arches of Carnaby street, which creates a change of pace for the consumer. The colour collection identity and dynamic navigation system all links back to the new Wickes arrow visual equity.