Paint Aids Limited


Paint Aids Ltd, (PAL) is an iconic Kiwi brand with over 50 years heritage.  PAL have maintained market leadership in both DIY and Trade painting and decorating tools for many years and their products can be found dominating retail shelf space in Mitre 10, Resene, Placemakers, Hammer Hardware, Carters and ITM to name a few.

They have a dynamic management team whose disciplined approach and strategic focus on branding and innovative packaging solutions is paramount in their thinking. Redfire was engaged to review the massive product range and multiple brands that targeted the same consumer segments. Through our brand process we consolidated the myriad of brands and streamlined the offer to fewer power brands with a single reinforced master brand.

Our challenge was to develop an architecture that gave the power brands a clear target and position in the market whilst still remaining unmistakably PAL, as well as allowing for flexibility to accommodate brand extensions and new product development.

What we did:  Brand Strategy, Product Naming, Packaging Design, Point Of Sale, Advertising, Marketing Communications, Brand Identity & Logo Design, Brand Architecture, Website Design & Development, Digital Marketing – iPhone and iPad App, Blog & Facebook, E-Newsletters, Channel Marketing, Trade Displays, Market Research, Marketing Strategy, Outdoor Media, Print Management