Leyland, one of the UK’s largest trade paint brands, has redesigned its paint tins to build upon its current successful position in the market.

Following months of research and design development, the new Leyland tins will soon be starting to hit decorator centres throughout the country.

The objective of the Leyland relivery is to refresh the brand and to cement and build upon the current successful position of Leyland as the number two-volume brand within the UK trade paint market. It is predominantly a livery change with no changes to paint formulations and no significant changes to the actual range.

The new design has been very carefully developed and researched. At the early stages of design development, several concepts were taken to customer research. The research involved in depth interviews with key Leyland stockists and focus group discussions with painters and decorators. The objectives of the research were to understand customers’ current perceptions of the Leyland brand and range and to explore responses to the design concepts.

A clear favourite emerged from the customer research. This design was seen as ‘contemporary’ and a ‘good trade design’. Customers liked the clarity and simplicity of the type, the prominence of the logo and strong colour coding.

During the research it emerged that no significant changes were required to the Leyland trade offering. The only deletion from the range will be Acrylux Acrylic Primer Undercoat, although there is a comparable alternative - Acrylic Primer Undercoat. The sub-brands Truguard, Contract and Super Leytex will remain, however Acrylux will no longer be used. Although, the remaining two products from the Acrylux range – Acrylic Gloss and Acrylic Eggshell, will be available as normal. There are additionally a small number of subtle changes to product names, for instance ‘Gloss Finish’ is now ‘High Gloss’ and ‘Microporous Gloss’ is now ‘Flexible Exterior Gloss’. There will be no change to barcodes and sales codes.

The Leyland Relivery is a rolling launch, the new tins will begin to appear in January 2007 and will continue to roll throughout the year. Literature and colour cards will also be updated into the new livery and these will be printed for April 2007.

For more information on the Leyland trade range, please contact Customer Services 01924 354000.

ENDS

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