Home Improvement
CARIBBEAN

Penta Paint

Penta faced a classic challenge in the paint category: achieving the right balance between emotional appeal and practical clarity. The brand needed to connect with modern home decorators and still work for professional users. Too playful, and it risked losing credibility. Too technical, and it could alienate a growing group of independent design-savvy customers, especially women who are increasingly leading their own home improvement projects.

Despite its strong heritage, Penta didn't stand out. The rainbow icon was generic, and the packaging failed to guide or connect with customers.

We repositioned the brand to stand out and created assets to communicate value through design, rather than relying on discounts, as it had until then. Penta now brings clarity, confidence, and colour back to the mainstream shelf. With a bold new identity and a simplified system, the brand is set to grow and stand out for years to come.

Identity

We replaced the original rainbow with a distinctive pentagon mark that reflects five colour segments and ties directly to the name. The new wordmark modernised the original while keeping it recognisable.

Product Architecture

We created a clean, bold design system that makes it easy to find the right product. The colour of the ‘smile’ indicates the product type and use. It also adds a human, uplifting touch. The packaging doesn’t show the paint colour because it's always mixed on-demand at the store.

FedEx logo with blue background and a multicolored arrow in the shape of a pentagon.
A can of paint with a blue label and the word 'Pete' written on it in white.
Six containers of Penta brand water-based floor paint, with the largest black container in the center, surrounded by smaller white and metal cans, all with blue labels and colorful logo, set against a blue background.
Six cans of Penta brand paints and primers arranged in a pyramid, with a white wall background. The cans include water-based floor paint, hi-gloss enamel, weather shield acrylic copolymer emulsion, industrial primer, concrete primer, and wood floor p
Trade show booth for Penta paint brand with blue, white, green, and red color scheme, featuring logo, promotional banners, paint cans, and a computer.
A can of Penta WeatherShield exterior acrylic latex emulsion paint in blue, with the lid slightly open, against a yellow background with confetti.
Billboard advertisement for Penta Paints with the slogan "New Look Same Penta," featuring three paint buckets in blue, white, and green with the Penta logo.
Paint cans labeled Penta water-based floor paint placed on a red step ladder, with paint brushes, painter's tape, and a paint roller on the ladder.
Blue billboard with white text that reads 'I LIKE Penta BECAUSE' with three colorful small umbrellas or beach toys below the text, city buildings in the background, and a cloudy sky.
Billboard celebrating the color yellow, featuring the text "Celebrating the Colour of Maria, Port of Spain, Trinidad" with the Penta logo at the bottom, set against a partly cloudy sky.
Billboard advertisement for Penta Weather Shield paint with the slogan "Matching colour with a smile" against a night sky filled with stars.