Dulux Singapore – Painting a Different Experience

Dulux Singapore – Painting a Different Experience
Project Scope

Dulux is a brand of decorative paints and performance coatings. With little differentiation in the paint market, most paint brands compete on price, leading to a race to the bottom. Design Sojourn and &Larry were thus engaged by Dulux Singapore to identify new ways to innovate within its business and differentiate itself as a brand.

To better understand the challenges faced, Design Sojourn analysed existing market research and conducted extensive research with 8 different stakeholders, ranging from external stakeholders such as DIY homeowners to retailers to architects, as well as internal stakeholders to understand their needs and challenges faced.

Findings revealed how the paint industry in Singapore has remained stagnant despite major shifts in retail from the rise in e-commerce, leading to a lack of innovation in the purchasing experience of paint.

Through co-creation workshop with Dulux’s sales & marketing team, the research findings were synthesised into a new business and brand strategy to change how paint is perceived and experienced, as well as selected and bought.

Dulux Singapore – Painting a Different Experience
Dulux Singapore – Painting a Different Experience
Dulux Singapore – Painting a Different Experience

Implementation of the new business and brand strategy carried out by &Larry and Dulux include:

  • Dulux SG at Archifest 2018. Visitors could try Dulux products at the Dulux booth, creating pieces of art they can enjoy.
  • A revamped Dulux Professional website, establishing Dulux as a tastemaker, curating trends & providing inspiration for builders & designers.
  • Revamped Dulux Professional website, enhancing the experience of choosing colours & buying paint.
  • Cover collaboration with The Singapore Architect.
Status: Complete (November 2017 to May 2018)
 
Competence: Ethnographic Research, Design Thinking Consulting, Experience and Service Design

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