SHADE – Designer Paint, known for its high-quality Belgian-made paint, was ready for a fresh new look. The goal? To restyle the existing brand with respect for its roots, its established reputation and loyal clientele, while introducing a more contemporary refined edge.

In collaboration with interior designer Kelly Claessens, I translated SHADE’s bold yet elegant character into a visual identity that feels both modern and timeless. Graphic elements like brush strokes, marbling, and dyeing bring a sense of craft and movement, while also helping to distinguish paint types and collections. Every detail reflects what SHADE stands for: local craftsmanship, sustainability, and a true love for colour. The result is a confident, refreshed brand that inspires people to bring thoughtful colour into their homes.