Herbol – One of the Most Important Brands for Professional Architectural Paints. Founded 1874.

Herbol is one of Germany’s oldest brands for professional architectural paints. Since 1999 it has been part of the Dutch AkzoNobel family, one of the world's leading paints and coatings companies. Its product range consists of high-quality dispersion paints, lacquers and glazes and supplies perfectly harmonized coating systems for renovation, repair and new construction. In addition, practical services support painters in their day-to-day work.

Just in time for its 175th anniversary (2019), we developed a new look for Herbol. Its brand design was revised by means of a sophisticated brand strategy that defined itself through a clear design and a sensible use of its proven colour system. The new brand image now graces all product ranges and flyers and has gradually been transferred onto all print and digital media. To invigorate different specialized content with emotion and authenticity, we created four brand faces. They guide users through the entire product range and its three segments: facade paints, interior paints and varnishes/ glazes. We were responsible for all processes within this endeavor – from casting to shooting up to the final processing of images. The new brand claim “Herbol. Einfach verlässlich.” (“Herbol. Simply reliable.”) concisely reflects the brand’s self-perception and was also penned by us.

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Herbol Nachrichten (The Herbol Bulletin) informs fabricators about new products and services. In addition to all digital channels, the target audience is regularly contacted through classic media such as this customer magazine.

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Photographing the new brand faces, including prior casting and contract negotiations (prices, international and long-term usage rights) as well as the overall coordination of the photo studio and, of course, photographic shooting assistance (supervision).

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We photographed four professional models who could be members of the target audience. Each model stands for one brand area (general brand face as well as individual brand faces for the facade paints, interior paints and varnishes segments).

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Title page of the new product range and segment brochures. A modern and uniform, nonetheless timeless brand image derived from a clear design guideline including a systematic colour code.

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Sales support (Florpost – a special mailing format, similar to onionskin –, Stick’n Glide displays, scratch cards for dealer events etc.) commemorating Herbol’s 175th brand anniversary. Lovely and inexpensive gadget: a small square gift box with tiny Ritter Sport chocolate bars.

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Multimedia exhibition booth for FARBE, AUSBAU & FASSADE 2019, the largest and most important trade fair for painters and varnishers.

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Many visitors came to Herbol’s booth at FARBE, AUSBAU & FASSADE 2019.

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“Farbe im Fokus” (Focus on Colour): Instructive films featuring product highlights. Watch the film for Protector Aqua, a protective coating for metallic surfaces. Its intentionally reduced design allows cost-effective production.

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The Interactive House tool invites users for a stroll through Herbol’s product world. The initial concept was created and fully implemented by us, from the house’s first 3D rendering to the final programming phase.

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Explanatory film for the Digitaler Fassadencheck (Digital Facade Test) – a free and versatile tool for assessing an object’s condition. It can be used at the construction site by processors and allows for a very comprehensive and accurate documentation of the conditions on the property.

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Roy Sämerow Geschäftsführer alle freiheit

Roy Sämerow

Managing Director

+49 (0) 221 292357-0