Established in 1954, Teknoquimica S.A. was the original — it was purchased by CPPQ in 2008 — producer and seller of Tekno, one of the oldest brands of paints in Peru.
Brandlab (Lima, Peru)
The challenge was to regain prestige and leadership by modernizing the brand and revolutionizing a completely stagnant category.
The strategy was based on the concept 'more colors, more beautiful', this took us to make the colors the protagonists of the packaging. We purposely took off completely from the competition using a black background, which caused the colors to look more alive.
Brandlab provided text
Images (opinion after)
The old logo was pretty good, with a perfect consumer brand feel but I do like the new one too that feels more technical and professional. The non-italicized letters highlight better the colors in the “K” and allow the vertices feel more aligned with each other. The unified look for each of the paint types is also a great move that brings all of the products in line under a single aesthetic. The old packaging was pretty good too but, again, the new is much better, starting with the bad-ass black backgrounds that make all the colors pop perfectly. The more technical look of the logo is tempered with fun illustrations and lots of color on the labels. Overall a great evolution that makes an already good-looking product even better.