Jotun

A Decade of Growth: Redefining Jotun’s Product Portfolio for Lasting Impact

Jotun is the Middle East’s paint leader, selling exterior and interior ranges across 80+ countries. When Jotun asked us to refresh its consumer portfolio, our goal was simple yet challenging: create packaging and campaign identities that last, win shelf space, and lift sales, without eroding Jotun’s hard-earned technical credibility.

Jotun Lady Design Colour Mirage paint can, demonstrating effective packaging design and branding by Skyne, a creative agency.

The Shift

Exterior and interior paints were perceived as functional commodities. Jotun needed every range, Jotashield, Fenomastic, Lady Design, and even its Formula 1 VIP campaign, to speak an emotional language consumers could act on, while staying clear and instructive for retailers and contractors.

The Breakthrough

We reframed paint from “protection” to “personal expression.” Across four major ranges we delivered consumer-centric design systems that have remained virtually unchanged for the past 10 years, increased range visibility, and, most notably, helped Lady Design lift sales 40 percent in the first three months after launch.

A row of Jotun Lady Design paint cans, illustrating comprehensive branding and packaging design solutions from Skyne, a top branding agency.

Consumer-Led Range Architecture

By combining market research with in-store observation, we built a clear hierarchy of benefits for each line. Icon-based claims, colour cues, and photography moved Jotashield from technical to aspirational; Fenomastic shifted from functional to “Beautiful Home”; and Lady Design became the region’s first paint range explicitly for women.

Close-up of Jotun Fenomastic paint cans, highlighting the successful branding and packaging design efforts of Skyne, a branding agency.

Jotun Fenomastic paint cans, showcasing the detailed packaging design work of Skyne, a creative agency in Dubai, Riyadh, and Jeddah.

Formula 1 race countdown poster with text 'Feel the Speed', showing a racing car, event dates, and sponsor logos.

People ignore design that ignores people.

Packaging Design & Campaigns That Endure

We created 100+ SKUs, shelf tools, and a high-energy Formula 1 event identity that connected Jotun with speed, growth, and innovation. Every touchpoint follows one set of rules: bold iconography, emotional photography, and colour blocking, making Jotun instantly recognisable from Dubai to Doha.

Jotun Jotashield paint can, showcasing superior exterior protection and effective packaging design by Skyne, a branding agency.

Jotun Lady Design Paint Guide booklet, an example of comprehensive branding and creative design by Skyne, a branding agency in Dubai, Riyadh, and Jeddah.

Jotun paint color palette and interior design concepts, reflecting Skyne, the creative agency's expertise in branding and visual communication.

Interior spread of a Jotun paint guide brochure showcasing color palettes, wall textures, and Arabic-English text layout.

Jotun Lady Design product packaging box featuring textured visuals and bilingual branding, designed by Skyne branding agency

Jotun Lady Design color folders labeled with themes like Historic, Natural, and Oceanic, featuring bilingual English-Arabic text.

Close-up of Jotun Jotashield ColourXtreme paint can with bilingual Arabic-English labeling, highlighting superior exterior protection

Visual Impact

Clean front-of-pack icon grids, lifestyle imagery, and strong yellow-blue light-trail graphics (for F1) build brand equity and ensure consumers grasp benefits in three seconds, on a shelf or a billboard.

testimonials

Smiling man with wavy brown hair wearing a beige cardigan and light blue shirt, standing in a bright modern office corridor

Dennis de Rond

Founder Skyne

We made sure that for clients, we are not just creating good designs but great concepts. We are inherently concept thinkers. Each of Jotun’s designs was easily translatable into campaigns and larger brand experiences

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Al Shifa Honey

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