Gamut: Premium paint brand that offers pre-mixed designer-curated colors at hardware stores.

Overview : Gamut is a new premium paint supplier aiming to serve DYI enthusiasts, ages 30–45, who own residential property. The brand offers pre-mixed designer-curated colors in 6 different sheens. Gamut manufactures interior and exterior house paints and primers, sold at hardware stores in North America. The brand aims to empower homeowners to elevate their interior spaces and put their dream home into reach.

Solution: The high-end approach was selected to differentiate Gamut from its competitors. The main challenge was to keep packaging simple while introducing paint color, sheen, and all other details on the can. This was solved by using neutrals as the primary colors, which helped make the important information to stand out. A consistently-placed strip with rounded edges serves as the color sample and contains all the information relevant to each SKU. This rounded shape is carried into other touchpoints, including paint swatches and color books. The resulting system is clean and unified across all products, with ample white space and bold typographic contrast.

The logo process began with a wide exploration of concepts, followed by focused sketching to find the best swash orientation. The final hand-lettered wordmark was inspired by the typeface Indulge Script, with a flamboyant swash that conveys creativity and helps to give the final logo a tight gestalt. The wordmark can be applied small or as a large graphic element on various applications. Contemporary Founders Grotesk paired with delicate serifs and fine detailing of DM Serif Display give Gamut a clean and distinct identity. Detailed type setting that uses a mix of rules, italics, and weights gives the brand a lot of typographic texture and sophistication.