Paint manufacturer branding: naming, identity, label design
Mitka is a new spray-paint brand originating from Poltava. We have crafted its name, brand identity, and packaging design. The initial batch of 150,000 spray cans will soon be available in stores. When you browse the spray-paint section in a Ukrainian store, it evokes a mix of sadness and amusement. It’s disheartening to see what’s out there, yet it’s amusing that someone decided to produce it. The shelves are a chaotic mix of colors paired with odd names and unappealing typography. From the outset, we aimed to set our paint apart.
In our childhood, we enjoyed leaving our mark on fresh cement, writing messages like "Here was %username%" or doodling on the sides of garages. This led us to the idea of "Leave a Trace in History," which we interpreted uniquely: "Mitka," meaning "sign" in Ukrainian, represents a way to leave your mark anywhere (within the bounds of Ukrainian law, of course).
In terms of design, we aimed to highlight Mitka’s practicality and usefulness, conveying a straightforward message: "I'm just paint. I’m not about Impressionism or Salvador Dali. I can help you paint a fence, a fridge, or the handle of your favorite katana. Nothing more, but I’ll do it well. I’m paint, not an android." With this concept in mind, we developed a bold identity and packaging design, fulfilling the dream of every brand manager: "Make the logo BIGGER." The logo itself resembles a paint can. We jokingly say we illustrated a can with letters instead of an actual cylinder. The design is intended to ensure Mitka stands out on shelves, while the vibrant colors help customers easily select their desired shade. Find out more about Mitka at https://mitka.gpl.ua/.