D2C tries harder - and WINS

The brand you want to be

Look and learn…

I have just become aware of yet another amazing D2C brand that is getting everything right.

This is BACKDROP, the new paint company that you will fall in love with. Here is what I love about their site and how they are bringing their product to me. This is the case study to learn from, no matter what you are selling. READ ON.

BRAND INTERFACE - MAXIMAL MINIMALIST

First, the graphics are so on-trend. They are modern and what I would call Maximal Minimalist. The brand logo of BACKDROP is big and bold, clear and easy to read packed with energy. It is black sans serif lettering and it’s on a fresh white background, letting the paint colors they sell be the feature focus.

DON’T OVERWHELM ME - MAKE IT EASY - SAVE ME TIME

Second, there are only 50 colors! No decision fatigue with 500 colors all staring you in the face. Plus, the way you look at the color in your home is with a 12” x 12” adhesive-backed color swatch - so easy - put it up, stand back and look. So smart. They also have painting “kits” so you aren’t going to get started and not have the roller or brush you need. I can also buy a “WET PAINT” long-sleeved tee-shirt (white, of course) to wear and look great in for a documenting photo as I paint to pop on my favorite social platform. Also, did I mention that the paint can isn’t even a can? It’s a very smart and efficient “oil can” style vessel with a pour spout accessed with an easy to open screw-top lid. THANK YOU!

And to choose my color, all I have to do is look at the gorgeous gallery of photos showing the colors used in homes and apartments of all the cool kids that I aspire to emulate. For the same reason that I read DWELL and DOMINO and watch HGTV, looking at this gallery of photos gives me inspiration and confidence that the choice I make will ultimately be the right one - no matter what it is.

EXPRESSIVE CREATIVITY - EMOTION

Finally, the names of the colors tell me everything about how they understand their customer. MOONSTONE, MODERN LOVE, SURF CAMP, 36 HOURS IN MARRAKESH - I mean please! I have images in my mind with every name and when they are combined with the gallery images of people utilizing them in their actual homes, I’m pulling out my credit card and punching in numbers as fast as I can. I want to ensure that my paint is here and my home becomes as amazing IRL as it already is in my minds-eye.