TASK
Caparol is a leading B2B brand for building coatings: Paints, varnishes, glazes, plasters and thermal insulation. A new, uniform brand design was required for global communication.
OBJECTIVE
Caparol sees itself as an expert for surfaces. The products are in the premium segment. This positioning and the claim THE POWER OF SURFACE should also be clear in the visual appearance of the brand - in every advertising medium, at every touch point.
SOLUTION
The central design idea comes from the world of painters. The layout is created just like the craftsmanship: layer by layer. This layer principle is not only memorable and striking, but also highly relevant for the target group. A specially developed font (CAP Elephant) underlines the dominance and self-confidence of the brand. In this way, the Caparol elephant once again becomes the “leading animal” in the competition.
RESULT
Introduction of the brand design in 2022, global roll-out in February 2023. A uniform, flexible design grid for 27 countries, 20 languages and all media. All brand, product and service campaigns appear in the new design, as do trade fair appearances, POS presence, roadshows, newsletters and display ads.
Central control of brand assets such as fonts, surfaces, structures, key visuals and campaign motifs via a digital platform (frontify) that can be accessed by all national markets.
