The brand identity for Waldo Trommler Paints is bold and bright. They set out to stand out and they certinally achieved it. They also wanted to evoke friendliness, quality and innovation and through their use of bright colour, bold typography and imagery.
The use of colour is very strong. They are so unique, bright, vibrant, different and eye catching. The combinations that have been put together are not primary colours but have a very high saturation. Their combinations are unexpected and are almost retro in their clashing contrast.
The colour is so powerful with the use of thick, bold, san-serif typography. The chunky text takes up most of the space on the labels so there is a lot of both colours creating almost an artwork itself on the label.
The type is also a modern looking style making it stand out as a new brand in the market.
The imagery used is bold, curved and silhouettes. Reflecting the similar block idea used in the text. It is bold, clear and confident. The visuals are very appropriate.
I believe this brand would stand out very well against the traditional brands. They look like experts in colour and are not afraid to use it confidently, which is what you would want from a paint company. Very cool brand identity!