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“Tired of the delays and quality issues of importing ‘old-world’ paint products, a specialty paint business was in the process of creating its own line of high-end paints and glazes and needed creative direction on naming, identity and packaging,” said designer Jay Toffoli. “The line would feature a wide range of ‘old-world’ products, such as lime wash, milk paint and distemper, and be available through distributors and direct to customers through the company’s retail store. With interior designers and architects as the target market, the solution called for a look that felt contemporary and sophisticated, yet still projected an old-world charm. The process began with development of the company name borrowed from Gaspar de Portola, a Spanish explorer who surveyed the rugged California coastline, and a visual identity based on a stylistic, painted letter P. Label designs were created for quart, gallon and five-gallon containers across a line of fifteen products requiring development of a color family to help organize and differentiate categories. The focal point of the paint cans is a textural version of the logo that adds depth and richness to the label and highlights the old-world qualities of the paints and glazes.”

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