Part of the Polycell range, BaseCoat uses elastic polymers to create a paint-like substance that covers cracked and patchy walls and also blocks out strong colours and stains.
Polycell enlisted the help of branding consultancy Vibrandt and its sister agency Distillery, which is also part of The Sandom Group, to name, position and design the packaging for the product.
The positioning will highlight the fact that Basecoat helps to smooth out walls before decorating without the time-consuming work involved in filling individual cracks and holes.
Vibrandt's visual planning director Jayne Lilly said the agency used the concept of 'perfect walls' to develop a brand identity of a streamlined, white base that could be created with relative ease.
Polycell will support the launch with a national TV campaign this month - continuing its existing 'It only takes two ticks' theme which is used across the Polycell range. Three ten-second TV commercials, also created by the Sandom Group, will air alongside dedicated point-of-sale and PR activity.
The launch of Basecoat is overseen by marketing director Dr Kerris Bright.
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