ICI Paints AkzoNobel looks to Refinery for instore gloss

ICI Paints AkzoNobel has transformed the in-store marketing of its three leading woodcare brands with designs by Refinery.

Designed by Manchester-based Refinery the new display of integrated point of sale materials brings together ICI Paints AkzoNobel’s three complementary woodcare brands – Dulux Trade, Sikkens and Cuprinol Trade.

Refinery director Philip Armitage said: “Woodcare – woodstains, varnishes, opaques, treatments, and so on – can be a very complex category and even professionals find it confusing. Simplification is key – the new system of point of sale materials used clearly defined brand propositions, colour coding and explicit application information to guide the decision-making process”

“This easy to use one-stop-shop system will meet the requirements of busy trade professionals who simply want to get the right product in the shortest amount of time, and will reinforce the three brand’s presence in stores.”

Refinery has worked with ICI Paints for more than of 25 years.

Staff Writer

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