Matte — naming, logo, and packaging design for facade and decorative paints

1. Task

Our client approached us with a new line of paints and emulsions designed for facades and decor. Our primary goal was to make them stand out from the competition on store shelves. The brand we were creating needed to not only attract attention but also compete confidently with foreign products both domestically and in the export market.

2. Research and Insights

How can we attract the customer's attention? Are bright colors enough? Reflecting with our team, we set ourselves the goal of infusing the design with a concept imbued with national spirit—to make it literally "ours." This was our initiative: to imbue the product with a national flavor that would resonate with customers.

Usually, when we hear the word "national," only skullcaps or teapots with a cotton pattern come to mind. But for a modern brand, such hackneyed images are not enough. We needed a source of inspiration deeply rooted in our culture, one that would feel native at first glance, yet still embody a modern spirit.

During our research, our attention was drawn to the traditional attire of our people—the stately men's chapans made of bekasam and the luxurious khan-satin that adorned our grandmothers. The harmony of colors and lines of these fabrics became the heart of our project. To our delight, the client really liked our proposed idea.

3. Solution

We approached the project comprehensively and completed the task in three main stages:

1. Naming

We began by developing a suitable name for the product. Initially, based on the paint's dull, calm texture, we settled on the English word "Matte." However, during the legal review process, it became clear that this word was impossible to patent. We then added the English prefix "Co" (company) to the name.

This resulted in the easy-to-pronounce name "Matteco," suitable for the international market, which we successfully registered.

2. Logo

Which countries' paints are considered the highest quality and most premium in the construction materials market? European paints, of course, particularly Italy and France. We strove to imbue the brand with precisely this aura of high international quality.

If you pay attention, above the letter "e" at the end of the word "matté" in the logo, there's a teardrop-shaped detail. On one hand, it resembles a dripping drop of paint, and on the other, it subtly hints at the diacritical marks typical of European languages.

With this small visual trick, we gave the product name the solidity characteristic of expensive European brands.

3. Packaging Design

We balanced the European austerity of the logo on the packaging with a truly Uzbek solution. On the front, we combined the vertical multicolored lines of bekasam chapans and the iridescent harmony of satin colors with modern minimalism.

The geometric lines evoke national fabrics while simultaneously reflecting the smooth, even texture of paint applied with a roller. The color palette was chosen to create different moods suitable for both interiors and exteriors.

As a result, the can became not just a building material, but an aesthetic product that stands proudly on the shelf, showcasing its national character.

Result

We are confident that upon its market launch, Matteco paints will immediately attract the attention of craftsmen and consumers. Among the monotonous and boring cans of competitors, the product will stand out with its bold visual design.

But for us, the greatest victory was the client's satisfaction and trust. Pleased with the work performed and the innovative solution we found, the client subsequently entrusted the Minim team with two more major projects: branding a new coffee shop and packaging design for plumbing accessories. We also successfully completed these projects.