color strategy and concepting

  • Research and Data Analysis
  • Audience Identification, Strategy and Targeting
  • Brand Planning and Development
  • Channel Strategy
  • In-Store Collateral and Merchandising
  • UI/UX Design and Graphic Design
  • Visual Identity, Design Systems, and Brand Standards Guides

MOEN, the leading faucet brand in North America, was looking to find an agency with deep color expertise. Their team developed a refreshed modern logo in 2017, moving from their iconic two-flame mark to a simpler, bolder look. They needed to select a new color for their logo but kept getting hung up in the selection process. The new logo needed to look great on the shelf in both high-end and big-box stores. They wanted it to stand out from the competition, reflect their high-level aesthetic and be timeless—all very important considerations for a world-class company like MOEN.

Color Marketing Group® referred them to Britton Marketing & Design Group, with our long history in color development and color expertise.

Past (left/top) and new logo (right/bottom), shown with updated colorway

The creative team members at Britton, who follow many international color and trend forecast organizations, have a deep love for all things colorful. We did the necessary research to “look forward” for MOEN in their color search. What was out there? What were similar companies or home brands already using? Where was the future of color going?

Britton provided five concepts with an intentional focus on water, utilizing blue-green themes. MOEN was thrilled with the results. In fact, they liked multiple palettes, so we mocked up some packaging concepts to help finalize their primary, secondary and tertiary colors choices.

What's Next?