A unified packaging system that clarifies, elevates, and celebrates a storied brand.

​

I led the redesign of Winsor & Newton’s paint ranges packaging. The challenge was to replace a fragmented system – shaped by decades of disconnected design decisions – with a coherent, characterful identity. The existing packaging lacked visual hierarchy or consistency between ranges. Our task was to create a unified global system that could flex across tiers and audiences, while delivering clarity, shelf impact and a sense of material quality.

​

We began with full packaging architecture – establishing layout logic, information zones and visual tiering to bring structure and consistency across the range. Visually, the system leads with real paint. We curated a bank of bold, closely cropped imagery to showcase pigment in use – expressive, textural and immediate. 

​​

Imagery is framed by a confident typographic system anchored by a new marque: a Roman-inspired wordmark, drawn from 19th-century references, that nods to the brand’s Victorian origins. It was refined and applied with precision – sometimes bold and assertive, bleeding off the edge of the pack; elsewhere, more restrained. Its clarity and adaptability allowed it to function across contexts and formats, giving the range a strong and recognisable visual signature. The interplay of vivid colour and structured typography gives the packs real presence in store – artful, contemporary and unmistakably Winsor & Newton.

​

Back-of-pack layouts were redesigned to improve legibility, support multilingual rollout and integrate the campaign line, “Through the Eyes of the Artist” – reinforcing storytelling even in the most functional parts of the pack. The final system is both expressive and intentional – designed to heighten the sensuality of the materials while delivering structure, clarity and navigability at scale. It translates Winsor & Newton’s heritage into a contemporary, shelf-ready language – giving the brand renewed coherence, confidence and global presence.​

​

“It’s been so much fun to work with you and see how we now have great in-store stand-out and impact."

– Helly Summerly, former Global Brand Director for Winsor & Newton

​​

Creative Direction: Billie Temple for Carter Wong at TVE
Project Director: Sarah Turner
Product Photography: Aliza De Lima