Brief: Chameleon Art Products design and produce a family of professional-quality, innovative art tools that help artists unlock the ‘world of color’. We were asked to update their brand world to reflect this ambitious, innovative brand and their growing range of products.

Challenge: Surprisingly, in this creative sector, art-product companies are all very traditional in their approach to branding. Chameleon wanted to disrupt the market, while recognising the distinct needs of the design professionals and aspiring amateurs who used their products.

Solution: Purple defined a new brand world around a new purpose: ‘To inspire, encourage and engage every artist, crafter and creative through innovations in color.’ The new brand world included a bespoke typeface that took Chameleon’s USP, its ‘color-blending’ pens, and put them at the centre of its new identity. We also created visual and tone-of-voice guidelines and a clear messaging system to encompass the four strategic areas the brand is now focussing on.