Leeds-based design agency Elmwood has conceived and launched a colour coded ‘brand architecture’ presence for International Chemical Industries’ Polycell relaunch during January. The aim of the redesign was to improve customer navigation, and assist in choosing the right product for the job

“Working closely with the client, our solution was to strip everything down and go back to basics – put ourselves in the shoes of customers and make shopping as easy as possible,” said Elmwood’s group design director, Torben Dunn. “The colour coding is a very clear and visible way of segmenting the types of products, and the illustrations – specifically designed to reproduce well on the crude tub print process – add more specific visual cues for the product’s purpose.”