Hatch Paint Co.: Colour is a decision.
Hatch Paint Co., 2022
A home job. We did the naming, packaging, retail and search.
The brief.
Hatch, a small paint maker in Leeds, was launching into a market of 2,000-colour charts, where people spend weeks choosing and often buy nothing.
It couldn’t outspend anyone. It had to make choosing easier.
The idea
Forty colours. Every name settles an argument.
We cut the range to forty and named each colour for the argument it ends: Stop Debating White, Final Answer Green, Yes, That Blue, We Agreed On Red. The names do the selling on the shelf and in search.
How it was made.
The forty names
Written with the people who have the arguments: couples, landlords, people repainting a hallway for the fourth time.
Decide-by pots
Every sample pot has a date on it. Decide by the 14th.
A chart you can read from the door
Forty colours on one shelf strip, big enough to choose from without walking in.
Search for the argument
Paid search bought the questions people actually type: which white for a north-facing room.
What it moved.
1 in 3 samples became a tin
Because the pot told you when to decide. The category average is about 1 in 12.
Was 5 weeksNow 9 days
From sample pot to full tin. Because forty is a choice and two thousand isn’t. Five weeks is the category average.
64 shops in year one
Because the shelf strip sold itself to the shop first.
Made by
Ines Carvalho (naming), Maeve Dunleavy (packaging and retail), Lola Fernández (production) and Jonas Lindqvist (search).
Results are for the period stated, against the client’s own figures from the year before. Full numbers are shared in person.
project