THE CHALLENGE: The folks in charge of the Portland area’s recycling program developed a new line of paint that is 100% recycled and Green Seal Certified. What they asked us for was a label for this new product line. What they got was a hefty dose of Coates Kokes-style thinking and design.

THE APPROACH: MetroPaint wanted their new line to be called “Renew.” But we saw some issues. Besides losing the equity that comes with using “Metro” in the name, “Renew” should retire after a productive career as the moniker for everything from religious groups to skin cream. So we suggested that MetroPaint use the Green Seal Certification as an opportunity to reinvigorate the existing brand, rather than launch a new one.

THE WORK: Revitalize we did. We developed a new identity for MetroPaint. First we created a new logo that doesn’t rely on overused “green” conventions and expertly suggests quality without looking expensive. Next we redesigned the paint bucket labels which now stand out at a jobsite and even proclaim (all while sitting on the floor), “That’s right. This job is being painted greenly.” Lastly we created support material including fact sheets, folders, brochures and print ads.

THE RESULTS: Armed with their new logo and labels, MetroPaint earned a label of another sort: “Top Ten Green Building Product for 2008” by Sustainable Industries magazine. Revenue is up and their new Green Seal Certified paints already account for 1⁄3 of sales