BERGER PAINTS SINGAPORE
2022 | Brand Identity, Package Design & Art Direction
THE BRIEF
Berger Paints is one of Southeast Asia's most established paint brands. With a presence across Singapore and the wider region, the brand needed to modernize, shedding an outdated visual identity in favour of something cleaner, more elevated, and built to compete at a premium level. The overhaul would begin in Singapore and roll out across Southeast Asia.
THE APPROACH
The redesign centered on two interconnected challenges: rethinking the main paint bucket packaging and developing a cohesive identity system for their premium decor line.
A colour system was developed to distinguish each finish while maintaining a unified premium feel, purple for Royal Emulsion, blue for Weathercoat, and so on. Alongside it, a bespoke symbol system gave each finish its own visual mark: a crown for Royal Emulsion, a raindrop for Weathercoat, a spool for Vinyl Silk. Simple, ownable, and immediately legible at shelf level.
The overall direction was deliberately restrained. Soft muted tones, minimal layout, and clean typography positioned Berger's premium line where it needed to be visually competitive with the world's leading paint brands.
