2009 sees the launch of a completely new brand identity and contemporary look for Crown Trade, heralding the beginning of a major period of investment in the professional paint brand which promises to benefit customers throughout the distribution channel.

The striking black and gold styling featuring a new Crown Trade logo is making its first appearance on merchant shelves right now. Next Generation, Crown Trade’s innovative new 2010 compliant ‘high solids/lower solvent’ gloss and undercoat system is being launched onto the market in the new-look livery and the advanced gloss and undercoat duo will be followed in rapid succession by other Crown Trade decorative coatings which meet the new VOC requirements coming into force at the beginning of 2010.

“This rebranding initiative gives our coatings more impact and shelf appeal and brings our packaging right up to date says Debbie Orr, Crown Trade brand manager. “And because we are only using the new livery for our 2010 compliant coatings, merchant staff and their customers will all be able to see at glance, simply by the style of the paint can and its logo, whether a particular Crown Trade coating complies in full with the new legislation.

“So this is far more than an aesthetic exercise,” Debbie continues. “The black and gold identity is designed to draw attention to our products and to communicate to all our customers that now is the time to ‘Rediscover Crown Trade’. It’s a very visible sign of the massive investment Crown Paints is making in its number one professional coatings brand in 2009.

“This year will see us complete an unprecedented programme of new product improvements as we prepare for 2010 and ensure that every product in our range complies with the new low VOC requirements. We are also planning a national roll out of a fantastic new colour collection. What better time to give the Crown Trade brand an impressive new look and raise its profile?”