In-mould labeling part of the new-look Colortrend packaging

Colortrend, an independent Irish paint manufacturer, has selected in-mould labeled containers from Oakham, UK-based RPC Containers as part of a major rebranding program for the Colortrend paint brand.

The company has recently repositioned the entire Colortrend range of pattern cards, paint cans and paint buckets in attractive new-look designs, devised to enhance consumer appeal and present a consistent quality image for this premium paint brand.

To create maximum impact, one of the main objectives of the rebranding was to ensure that all the packaging carried the stylish new design, including the 10 liter and 11 liter pails used for some Colortrend ranges.

RPC’s expertise in in-mould labeling was called upon, and by using full-color graphics for its S Range injection-molded containers, the same container graphic design could be carried across all color cards and container types and sizes in the Colortrend range for the first time.

Barbera Mellerick, marketing manager of Colortrend, commented, ‘Market research has identified that women are a key customer for Colortrend, and that the packaging of Colortrend needed to appeal to this consumer. Our previous packaging was quite plain and we were keen to adopt more of a lifestyle approach to our presentation.

‘We have had a great response from the market to the new packaging. Thanks to the addition of the in-mould labeled containers from RPC we have been able to relaunch the Colortrend brand with the same distinctive packaging across the entire product range. The new matching look is more consumer-friendly and appeals directly to the target market. The brand is now more easily identifiable in our stores and stands out on-shelf as a quality product.’