Edward Bulmer - Client Talk - Peter Lorley (Project Manager)

I wrote a few notes down from the talk Peter did which gave us an insight into the history , target market, their ethos and the sort of packaging they are really after.

The Primary Target Market are mostly interior decorators (more than 50%) who use the paint for such jobs as Big stately homes, gentleman's clubs and upper market houses. The rest of the target market would be retired folk who can afford to spend £70 on a tin of eco paint.
( E.g past places - Kenwood House, The Garrat Club London, Theatre Royal, Goodwood House. )

The paint they use originates from Germany, which they mix in with ingredients to create their aray of 50 Historic, Health, Human-being and colour theme range.
The paints ingrediants contain mainly linseed oil and minerals.

They sell solvent based paint (oil) and some water based paint in metal rusts metal tins easily unless its lacca-coated therefore they would preferably want some packaging that would suit both paints.

Currently the packaging they use

sits inside another container filled with corn starch which acts as a cushion for the paint tin and is very absorbent which is an advantage if any spillages occur. Less packaging would be ideal but keeping it dent free is important whilst handled by courier services.

There main competitors are...
Little Greene Paints
Osmo
Farrow + Ball
Marston & Langinger
Rendona paints

Factors that need to be considered...

• What happens if theres spillage?
• What is it like to be picked up - important for health and safety

For the labeling they would like EU waste handling info and instructions, One label would be best - really to be considered with ecological issues.

They are willing to participate in incentives such as users sending the packaging back for money off.

The customers buy the paint for the colour and are not interested in the re-use factor of the tin so the ability to recycle the packaging seems to be the area to push. Eco packaging doesn't really occur to the older generations of the painters who are using it so the packaging has to be really structured and sturdy.

They like the minimal designs from innocent smoothie and farrow + ball's latest packaging.

The company aren't keen on displaying the fact that the packaging is Eco friendly over their product, the product must come first.

Paint stickers have been tried and tested but are found to be a waste of time, people are often ordering a colour they know.