Katal is a student branding project. The brand is a new spray paint company that targets aerosol artists. The brand focus is strictly utilitarian; all products are designed for simple, intuitive functionality for optimal performance under the most adverse conditions.
The brand promise—rooted in chemistry—is that Katal is a catalyst for producing art. The name is derived from the word 'catal' which is a unit of measurement that records how volatile a catalyst is. The logo is designed to loosely represent an element's symbol on the periodic table.
The cans are entirely painted with the colour they contain, so the full body is a colour indicator. This is to ease identifying the correct colour in a low light situation. Each colour has a two letter periodic symbol, and these symbol are printed at a large size on the can in order to avoid confusion between two similar colours. The bottom of each can has a slider with a magnet that can stop the mixing balls from shaking. This is helpful in a situation that requires stealthy, quick movement.
There are four lines of paint: Alkalis, Metals, Flats, and Nobles. The colour swatches are arranged on a colour chart that mimics the periodic table of elements. Just like in chemistry, the most volatile paints are grouped on the left, and the most stable are grouped on the right.
The gate fold brochure provides information on the can design, denotes the variences in the different lines of paint, and folds out into the periodic colour chart.
Every employee gets to paint their business card a colour of their choice with the brand's paint. This gives potential customers the chance to feel the quality of the product for themselves, while keeping alligned with the brand character.
The website's homepage is built on a video player platform to deliver powerful visual impact for eliciting a visceral response.
Visit this link for a video demo:
Customers have the option of shopping through an online colour chart, which adds their selections to a toolbar at the bottom, and then adding to cart.
Alternatively, they can browse by products, select their colours, and add to cart from there.
