Leader of the Pack.

Dulux Wash&Wear has led the washable paint category for over 25 years, but rising competition and bold “all-in-one” claims threatened its leadership.

Challenge

To stay ahead, Dulux needed to upgrade performance and clarify the premium value of the +PLUS range. B! Brand was tasked with refreshing the packaging across Core, +PLUS and Pre-Tint lines modernising the look, simplifying navigation and reinforcing Dulux’s trusted position.

Solution B!

B Brand elevated the Wash&Wear range by refining claims, updating lifestyle imagery, and introducing clearer segmentation. The refresh modernised the brand while retaining its equity - reinforcing Dulux as the category leader in interior paint.

Using our brand building blocks we ensured the Dulux Wash&Wear refresh delivered both commercial and consumer success:

B Clear

Streamlined messaging and hierarchy to hero washability and clarify the value of each range.

B Relevant

Refreshed visuals and language to reflect today’s diverse homes and real-life use.

B Consistent

Retained iconic assets like the Dulux Dog and Wash&Wear lozenge, evolving them to signal quality and innovation.