AkzoNobel, owner of heavyweight paint brands including Dulux and Hammerite, had its core trade paint brand Glidden acquired by a major rival in late 2012. The Glidden name would be disappearing from the UK, so they needed a new brand to protect market share while ensuring their premium Dulux Trade brand wasn’t cannibalised.
In an industry where loyalty is earned slowly, a completely clean-sheet identity was required that would chime with tradespeople immediately. The resulting creation, Armstead, has more than met expectations. The name implies strength and reliability and that’s backed up by the design, with a large ‘A’ that echoes a builder’s ladder and a clenched fist that symbolises confidence and durability.
Launched in 2014, Armstead matched Glidden’s volume sales in its first year from a standing start. Unbelievably, in year two, it grew by 5%. Brand recognition is already beating Glidden’s previous figures, and the success of the project has secured countless jobs at AkzoNobel.