Responses by Claudio Vecchio, creative director, Midday Studio.
Background: A community-powered decorating movement, Lick is your one-stop shop for high-quality paint, decorating tools and wallpapers. Whether you’re a keen decorator or you’ve never picked up a paintbrush, Lick has got all you need to get started. Sitting alongside its core product is Supreme, a more premium paint created for versatility throughout the home. Engineered for superior performance, it combines an ultra-matte finish with moisture resistance, delivering durability alongside superior coverage. We needed to create a new expression for Supreme to sit alongside its core offer.
Design thinking: Our design aligns with today’s interiors rather than traditional DIY cues. Bold, large-scale graphics inspired by the paint’s exceptional strength communicate robustness instantly. Confident layering reflects the brand’s growing recognition and cult following. The subtle obscuring of the Lick logo becomes a visual metaphor for Supreme’s defining feature: powerful, superior coverage.
Challenges: The creation of a new range that could sit comfortably with the core offering. Added challenges included the fixed position of the paint swatch sticker and the clearance needed for the handle. These two fixed elements create an awkward space to design within.
Visual influences: Lick is an aspirational brand for people who want to make their homes beautiful. So, our solution was to give them a brand that lives up to their aspirations. We drew inspiration from modern interiors rather than traditional DIY cues, as well as from premium packaging executions outside of the world of DIY, looking at food and beverage products and taking cues from their premium offerings.
Specific project demands: The product name changed to Supreme midway through the project, which had a knock-on effect on our design. Some initial concepts that were rooted in the previous name suddenly had less relevance. This is a very common occurrence in our experience, and it is why we never put all our eggs into one basket by creating concepts that only work with the name of the product.
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