Branding of decorative coatings

Metoplax is a brand of decorative coatings made of liquid metal. Attention! Not based on liquid metal, but specifically consisting of 95% of it. During the decoration process, the object is covered with a thin layer of metal and becomes really iron, gold, zinc, etc. on the outside. There is a whole range of texture options to choose from. When developing a new identity and packaging, it was necessary to maintain the company’s businesslike and open approach to doing business and create an emphasis on the decorative component of the brand.

The balance of rules and creativity

In the course of the research, we have revealed that the key audience of the product are decorators. There are two directions in the paint category: an emphasis on the technological properties of products and a demonstration of design possibilities. It was important for us to note both of these properties, because the product is innovative for the market, while it serves aesthetic purposes. When developing the brand image, we abandoned the exclusively industrial history, as some competitors do, and focused on elegant fonts, subtle patterns and a strict black-and-white color scheme. The corporate style, in addition to the corporate pattern, has another recognizable element: all printed media are made using cardboard with a metallized surface, as a reference to the company’s activities. The pattern is based on the logo, which in a multiplied form clearly shows the polymerization process, i.e. the “metallization” of the coating.