Custodians of the Brand.

As one of Australia’s most trusted and recognisable brands, Dulux carries a legacy built on decades of quality, innovation and emotional connection.

Challenge

Managing such a vast and diverse portfolio across retail and trade requires not just consistency, but evolution. The challenge lies in protecting Dulux’s iconic brand assets while ensuring they remain relevant in a rapidly changing market responding to shifting consumer needs, category trends and product innovation without compromising the heritage, trust and leadership that define the Dulux name.

Solution

B! Brand acts as a long-term brand custodian for Dulux, ensuring every project reinforces its leadership and legacy. By evolving distinctive brand assets with precision and consistency, we balance heritage with innovation maintaining recognition, trust and relevance across an expansive portfolio spanning multiple categories, audiences and markets.

Using our brand building blocks, we continue to protect, evolve and strengthen one of Australia’s most iconic brands.

B! Clear

We create consistent packaging architecture and systems that communicate with precision across categories, ensuring Dulux’s presence remains cohesive and instantly recognisable.

B! Relevant

We evolve assets and messaging to align with new technologies, trends and consumer expectations, keeping Dulux at the forefront of the market.

B! Consistent

We uphold Dulux’s visual and verbal identity across every pack, platform and campaign, protecting equity while driving continuous innovation.