Overview

Viridian is an eco-friendly paint brand designed for homeowners who want professional-looking results without the intimidation of contractor-grade products. Rooted in the history of the viridian pigment, the brand balances refinement and approachability—using an elegant wordmark to signal craft, care, and longevity, while pairing it with the clarity and functionality of Futura to support DIY ease. Clean layouts, honest messaging, and legible hierarchy make the product easy to navigate in the aisle, while sustainable cues reinforce transparency and trust. 

Brand  Identity

My objective was to develop a complete and cohesive brand identity, including a name, logo, slogan, pattern, and a full product system. The challenge was finding a position in the paint industry that felt genuinely differentiated rather than just cosmetically distinct from existing competitors.

Visual SystemMarket research led me to name the brand Viridian — a shade of green that communicated the brand's specialism, nodded to eco-consciousness, and carried a sophisticated tone. A wordmark provided versatility across packaging, while the slogan Making green paint in a green way spoke to both eco-conscious and everyday DIY consumers. A pattern derived from the wordmark unified the visual system across a full packaging range designed as a starter kit for first-time painters.



Packaging

Why It’s 
SuccessfulViridian is successful because it strikes a clear balance between credibility and accessibility. Its refined wordmark and modern typography establish trust and quality, while its straightforward layout and plain-language messaging make the product approachable for DIY homeowners. By avoiding greenwashing and focusing on honest, eco-conscious values paired with easy usability, Viridian feels thoughtful, reliable, and design-forward—helping customers feel confident in both their project and their purchase.



Paint Can Dielines


1 Gallon + Pint

More Work!