Dutchboy Feature

Dutch Boy

An iconic American paint brand with a rich heritage dating back to 1907, Dutch Boy came to us with a unique proposition: to create a dynamic, engaging in-store merchandising system aimed at a new generation of customers, the all-important millennials.

What resulted was a reinvented, revitalized brand that serves as the cornerstone of a 360-degree consumer experience tailored to a new DIY generation, while still satisfying the needs of the core functional paint shopper.

work defined

  • brand development and DNA
  • brand promise and positioning
  • brand identity—logo and marks
  • photo direction and styling (home interiors and inspirational imagery)
  • fixture design and merchandising
  • store wayfinding and promotional signage
  • print collateral (50-plus pieces)
  • corporate sales strategy
  • presentation materials
  • internal and store-employee training guides


Making its debut in July 2015, this program has already received early kudos from our client and its retail partner for being the most dynamic, engaging, and well-branded program ever to be delivered to market.

Dutchboy Scroll 1
Dutchboy Scroll 2
Dutchboy Scroll 3
Dutchboy Scroll 4
Dutchboy Scroll 5
Dutchboy Scroll 6
Dutchboy Scroll 7
Dutchboy Scroll 8
Dutchboy Logo

updating an american classic

The iconic Dutch Boy was first introduced to the world in 1907. Updating a brand mark that is so recognized, and so loved, was a challenge the BMDG team took on head on (pun intended). Smart, contemporary, and friendly as ever, the new Dutch Boy mark lovingly safeguards his American heritage and iconic good looks while taking on a fresh, modern appearance for the new brand experience we created.

Dutch Boy Web
Packaging Dut Boy1
Fixture Dut Boy