Systems
Tonal Paints
A 240-colour system that names itself — each shade is described by where its light comes from, not by a number.
Client
Tonal
Services
Colour system, naming, retail
Location
Copenhagen, Denmark
Year
2024
The brief
Tonal is a small paint maker with an unusually large range. Customers loved the colours but could never find them again in the catalogue.
The approach
We organised the range by light rather than hue, and wrote short names that describe a time and place — Kitchen at Eight, North Window, Late Harbour.
The outcome
The new fan deck and store wall cut the time customers spend choosing by half, according to Tonal’s own in-store study.
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