1 Kent Lane
Melbourne VIC 3181

145 East 74th Street #PHC
New York NY 10021

Modernising an Independent Success Story


NuTech Paint is one of Australia’s largest independent paint specialists. 2022 is their 50th year company anniversary and they saw a valuable opportunity to celebrate this major milestone with a comprehensive identity rebrand to showcase their company and growth in the industry. With many specialist products and a loyal customer base, the strategy was to take an evolutionary approach to the rebrand that highlights the goodwill and recognition they have earned and take the brand to a new contemporary vision as a leader in their field.

Project Scope


Gold / Identity
Graphis Design 2023


For such an established company, it was important for NuTech that the new Identity reflected their brand history and where they came from. They had great customer and client recognition for the brand for over 50 years and wanted an evolutionary approach that would resonate with their base. The original mark uses paint ‘droplets’ formed in the shape of a flower color wheel representing the basis of all bespoke colours. Our desire was to infuse the new mark with meaning and modernity but show a distinct evolution of their history by reworking the shapes into a new contemporary form.


The droplet shapes take on a new meaningful design, working together as a dynamic mark to create “N” for NuTech. Each of the droplet colors carefully blends to create a sophisticated transition from one to another, to showcase the spectrum of paint color and better represent the industry they excel in. It also highlights the company’s growth in the industry as an evolution from the original logo, which only used primary colors. The brandmark is also integral to the 50th year mark we created for the celebration of this milestone year.

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