Paint Aids Ltd, (PAL) is a great Kiwi brand with heritage. PAL have been around since 1961 and have maintained market leadership in both DIY and Trade decorating tools for many years. PAL’s products can be found dominating retail shelf space in Mitre 10, Placemakers, Resene, Guthrie Bowron, Carters and ITM to name a few.

New management brought a more disciplined approach to the whole business and a strategic focus on branding and innovative packaging solutions was sought. REDFIRE was engaged to review the massive product range and multiple brands that targeted the same consumer segments. Through our REDFIRE Brand Evolva process we consolidated the myriad of brands and built fewer power brands with a single reinforced master brand. Our challenge was to develop an architecture that gave the power brands a clear target and position in the market whilst still remaining unmistakably PAL, as well as allowing for flexibility to accommodate brand extensions and new product development.

Brand identity • Brand architecture • Naming • Packaging • Website

Marketing collateral • Channel merchandising • Trade displays • Advertising

Market research • Marketing strategy • Outdoor media • Print management