Penta Paints

Penta faced a familiar challenge in the paint category, balancing emotional appeal with functional clarity. It needed to resonate emotionally with modern home decorators while also making functional sense to professional users. Too playful, and it risks losing credibility. Too technical, and it alienates a growing group of independent, design-savvy customers, especially women, who are shaping their own spaces.

Despite strong heritage, the brand lacked distinction. Its rainbow icon was generic and the packaging failed to guide or connect.

At the same time, a competitor disrupted the market with aggressive pricing. Penta needed urgent repositioning to stand out and signal value through design, not discounting.

Designing with Meaning

Penta needed to feel timeless, clear and accessible. It had to speak to long-standing professionals and a growing group of modern Caribbean decorators.

We replaced the generic rainbow with a distinctive pentagon mark, reflecting five colour segments and tying directly to the meaning of the name. The new wordmark modernised the original logo while keeping it recognisable.

A clean and bold design system was introduced to simplify product navigation. Since paint is mixed at the point of sale, colour codes were used to indicate product type and use, not shade. The layout also features a subtle smile, adding a human, uplifting touch to the packaging.

Penta now brings clarity, confidence and colour back to the mainstream shelf. With a bold new identity and a simplified system, it is built to grow and stand out for years to come.