Brand Mantra 5 Brand Experience 7 Logo & Type 8 Style Guide 10
Packaging 12 Meteor Magenta 14 Radioactive Yellow 16 Threat Level Blue 18 Survival Kit 20
Outdoor 24 Guerilla Marketing 26 Digital 28 Color Apocalypse 30 Survival Guide 38 E. Warehouses 40
BRAND MANTRA Big events require big color. After all, if the world is ending, you might as well repaint your kitchen pink. What have you got to lose? We believe that color is important; it’s explosive. It should be the focal point of a room, and it should energize you the second you walk in. Your space reflects who you are and who you aim to be. Is that person dull, are they beige? No they’re vibrant. They leap off the page, off the walls, just as this color does. Paint your home as you live your life: boldly, spontaneously, and vibrantly. The world could come to an end at any moment - don’t leave any wall unpainted.
Brand EXPERIENCE People don’t buy Apocalypse Paint because it’s sensible. They don’t plan out a room, pour over paint swatches, or go to the hardware store five times before they find the right color. They buy it because the colors are bold. They’re bright, they’re unexpected, and they’re disruptive. Simply put, they just buy it. Apocalypse customers believe in vibrancy and spontaneity as a lifestyle. They plan a room around the color, or don’t plan it at all. Once the cans are open, there’s no going back. Customers break a seal reading, “Open in case of paint emergency” in big lettering, committing to the color without testing it on a wall with however many other meticulously selected swatches. The label depicts meteors crashing down behind a nuclear explosion of color - that explosion is the first impression of the paint color customers get, representing the true boldness of the hue. The label in the corner, reminiscent of a vintage nuclear warning, gives color name, paint can size, and finish type. It reads simply, drawing attention only long enough for customers to take in the information. With the accompanying Survival Kit, containing all needed painting supplies, customers don’t have to become home improvement experts or search the store for supplies. The kit will be to the side of the cans, encouraging spontaneity and allowing bold decision-making to be just that - bold, no research necessary.
The logo is simple and recognizable. The clean lines draw your eye upwards towards the “AP” mark, which acts as the explosive spark at the end of the bomb.
The logo type, BEBAS TAM REGULAR , also acts as a title font in all other branding and communication pieces. It contributes a striking, bold feel to our materials while still maintaining the clean lines of the logo mark.
The logo is not the focal point of the packaging; the nuclear imagery and title text are the true eye catchers. The logo isn’t so intricate to detract from this. Instead, it is a stamp on the lid of the can, meant to create and foster recognizability, especially through associations with advertisements. When used, the focus will always be on the bold pop of color rather than the logo, which acts to augment the experience.
FACTORIA BOLD is a strong slab-serif font, to be used as a header font in communication and promotional materials. It compliments the slim Bebas Tam without stealing its thunder. It also brings in a touch of old “warning” signs, drawing on the vintage feel of the packaging’s photography. Proxima Nova will act as the primary body font. It is easy to read and rounded, complimenting the title font in this regard. It should never be overwhelmingly large in comparison to titles and headers. Factoria Medium is an accent font. Title caps or all caps, it is mainly used in packaging or small amounts of body copy when Proxima Nova is too simple for the design need.
Bebas Tam Regular
HEADER Factoria Bold
Body I Proxima Nova
Accent Factoria Medium
STYLE GUIDE COLOR PALETTE
The colors are bold. They’re colors you’d never dream of painting your home with - unless, well, the world was ending. The magenta, yellow, and navy are a unique take on the primary colors, each individually representing a crazy design choice. Together, they form a bright color palette in and of themselves. The colors will be the only variation across each product in the line. The featured paint color will be accented by one of the two remaining colors. There will be no featured textures, as that should be left to consumer imagination. Apocalypse Paint provides the color, and the customers, the surface.
meteor #b50e5f 10
The logo must either be in charcoal grey, white, “meteor magenta,” “radioactive yellow,” or “threat level blue.” The white logo can be featured on solid colored backgrounds (charcoal grey, magenta, yellow, or blue). The charcoal logo may also be featured on a metal background when used in packaging. In all capacities, specifically outward facing material, the logo must be seen in its entirety.
threat level #170fc4
PACKAGING IF THE WORLD IS ENDING, PAINT YOUR KITCHEN PINK. OR YELLOW. OR BLUE.
The Apocalypse Paint can is eye-catching. The nuclear explosion is larger than life, and the recoloring of the cloud draws the eye towards the catastrophe of color. The words, hidden in the color explosion, are striking yet not overwhelming, as they brand the paint and add to the bold, youthful personality of the packaging. The label towards the bottom draws in vintage elements, continuing the theme of vintage photography and old nuclear warning signage. The slab-serif label font carries this vintage feel while also standing out against the bright pop of color the label provides. To open the can, a seal reading “open in case of paint emergency” needs to be broken, lightly suggesting that once opened, there’s no going back. The end of dull is near, and you’ve committed to bold.
SURVIVAL KIT IN CASE OF COLOR EMERGENCY
Change cannot be made with paint alone. A bold home-improver needs paint brushes, rollers, mixing sticks, and painting clothes (unless paint splattered clothes is the desired effect). The Color Apocalypse Survival Kit contains all of the paint necessities, packaged in a bright, branded box.
ADVERTISING OH, THE HUE-MANITY!
A colorful and mysterious advertising campaign will span across New York City for 31 summer days. Ominous countdowns and splashes of color throughout Manhattan will peak curiosity until the count reaches Day 00. When time is up, NYC will experience the end of dull. Everyday objects and places across the city will be coated in AP’s bold “Meteor Magenta” color, plus a few other surprises awaiting city dwellers. If the end is near, why not go bold?
OUTDOOR ADS THE END [OF THE COUNTDOWN] IS NEAR
Across the greater metropolitan area of New York City, billboards will go up with a moving countdown. At 6am each day, the count will decrease by one, leaving people across the city wondering what this countdown is leading to. Those curious enough will tap into HUEmanity.com to find out more about the product and the mysterious countdown. Those who donâ€™t will wait until the numbers reach 00.
GUERILLA CITY-WIDE COLOR EXPLOSIONS
Objects in the street, from benches, to bus stops, to trash cans will be explosively broken or cracked and covered in magenta, cropping up on different days throughout the countdown. The Apocalypse Paint logo will be there along with an ominous phrase and the website. When the countdown completes, these items will be whole again, albeit still covered in magenta.
DIGITAL ALL CLUES POINT HERE
The HUEmanity.com website will also act as a countdown, although here you can access AP products and clues as to what will happen - and where - when the count strikes 00. It acts as a point of information during the time of mysterious advertisements.
EXPERIENCE THE END OF DULL
THE END OF DULL NYC UNDERGROUND GOES BOLD
When the countdown stops, the city goes pink. Subway trains throughout the NYC subway system will be completely covered in the color, “Meteor Magenta,” with no explanation save for the AP logo and website. The 4.3 million daily subway riders will start the buzz, sharing pictures of the transformed trains and asking questions about their purpose.
COLOR IN THE STREETS
Day 00 will let loose a sea of pink bike riders tearing through the streets of New York City. Hundreds of the NYC bike community will paint themselves magenta and move through the city like a blast of color. Where will they ride past, and how can you catch them? Hints will be dropped on the website to clue in curious New Yorkers.
HAVE YOU SEEN 39th STREET?
A select few buildings across the city will transform over night, coated in a magenta covering. Theyâ€™ll stand out amongst the brown and grey city landscape, with several items painted pink at ground level to draw attention upward. If the end is near, why not be a little bold?
SURVIVAL GUIDE HOW TO SURVIVE THE END OF DULL
Sprinkled throughout the magenta explosion locations will be Color Apocalypse Survival Guides, detailing where the epicenters of color will be, what to do when dull comes crashing to a halt, and how to get your hands on Apocalypse Paint.
END OF THE WORLD OH, THE HUE-MANITY
After the color explosions of the day, AP will throw a color party in an exclusive warehouse location. The invitation can be lit as a sparkler, burning every piece of the invite save for the address.
Published on Dec 1, 2016