Aeroplane is an age-old manufacturer of oil and wax based products. Primarily targeted at the woodworking industry, the brand also caters to artists and people taking up DIY projects. Aeroplane sells to beginners and professionals alike.
The product ranges are broadly divided into oil-based wood finishes, wax-based wood finishes and oil painting mediums and come in different shapes and sizes of structural packaging.
The initial identity, although a literal representation of the brand name, lacked a story to explain the products it creates. One wouldn’t have been able to decipher that it sells a wide range of products from oils for furniture, art products and even cricket bats. This was our first challenge as a design team. Creating a definite brand language for Aeroplane that would add re-call to its products and their usage.
The new logo we designed has 3 paint strokes, each different from the other, symbolizing the different variety of oils sold by the brand. After several explorations, we decided to go for a half-and-half approach as a brand extension which is further used for their packaging to show the stark difference between before and after using an Aeroplane product.
Distributed in 3 sections; Oils, Arts, Waxes, the biggest challenge came with the different sizes and shapes for all products which required a consistent brand language throughout. We solved this by forming a strict hierarchy on all labels, be it rounded or rectangular. Colour blocking for the top to highlight the logo, a half and half division in all product images to showcase a clear distinction between the before and after use of Aeroplane products and a middle stroke picked from the logomark are some of these factors. Each product is given a specific colour alongside of the navy which is the primary brand colour.
Photography: Richa Kejriwal
Aeroplane is an age-old manufacturer of oil and wax based products. Primarily targeted at the woodworking industry, the brand also caters to artists and people taking up DIY projects. Aeroplane sells to beginners and professionals alike.
The product ranges are broadly divided into oil-based wood finishes, wax-based wood finishes and oil painting mediums and come in different shapes and sizes of structural packaging.
The initial identity, although a literal representation of the brand name, lacked a story to explain the products it creates. One wouldn’t have been able to decipher that it sells a wide range of products from oils for furniture, art products and even cricket bats. This was our first challenge as a design team. Creating a definite brand language for Aeroplane that would add re-call to its products and their usage.
The new logo we designed has 3 paint strokes, each different from the other, symbolizing the different variety of oils sold by the brand. After several explorations, we decided to go for a half-and-half approach as a brand extension which is further used for their packaging to show the stark difference between before and after using an Aeroplane product.
Distributed in 3 sections; Oils, Arts, Waxes, the biggest challenge came with the different sizes and shapes for all products which required a consistent brand language throughout. We solved this by forming a strict hierarchy on all labels, be it rounded or rectangular. Colour blocking for the top to highlight the logo, a half and half division in all product images to showcase a clear distinction between the before and after use of Aeroplane products and a middle stroke picked from the logomark are some of these factors. Each product is given a specific colour alongside of the navy which is the primary brand colour.
Photography: Richa Kejriwal
