ThisCity

Dulux Trade is the UK’s leading manufacturer of high performance trade paint systems supporting decorators, specifiers, contractors and merchants. Dulux Trade is made in 26 countries on four continents: Europe, North America, Latin America and Asia. ThisCity rebranded Dulux Trade’s Heritage range. Dulux Heritage combines authentic period detail with Dulux professional quality to bring a range of beautiful

colours to the consumer market. Incorporating delicate blues traditionally made from natural pigments, to rich golds derived from Italian marble, Dulux Heritage uses colours to add definition and character. Taking this inspiration we created a new brand mark and core brand colour palette, contemporized the imagery and used attention-to-detail with a personal feel to create authenticity.

For example: the actual paint was used on the colour card, (rather than ink on paper) and the names of the colours were handwritten. The new brand identity was launched across 200 pos units.