Aug 10, 2019 | By Luke Tebbutt
Jan 21, 2019
Positioning itself along the lines of the Glossier of paint, new direct to consumer brand Backdrop has an approachable, Millennial-friendly attitude that makes interior design feel accessible to everyone, as well as making painting a decidedly more Instagrammable experience.
Backdrop has a strong lifestyle focus, tapping into key priorities for the Millennial consumer. The brand’s look and feel takes paint from a practical item to one that is connected with self-expression and creativity, complete with Insta-ready shots featuring the simple black and white paint packaging. The brand’s range of 50 carefully chosen colours aims to help stave off the dreaded choice paralysis and gives a premium feel to their collection. The paints themselves have names that draw inspiration from Millennial lifestyles, including Moonstone, Palo Santo, and Morning Rituals, evoking self care-minded moods and moments that resonate with the brand’s target audience. Tapping into the trend for low-tox homes, the paints are also Greenwise certified with low odour and low VOCs, and they also encourage recycling the cans or reusing them as bookends or vases.
Backdrop also puts practicality front and centre to make a painting project feel less daunting. The paints are delivered directly to consumers’ homes and the cans have ergonomic handles and wide spouts to make pouring paint easier. Easily-applied adhesive samples remove the need for colour cards and small tester pots, making experimenting with new shades easier and less messy, and helping time-poor consumers to make decisions quickly. The Essentials Kit includes basic tools to get consumers started and easy-to-follow online painting instructions are given a warm feel, encouraging people to “grab a friend” and “create a playlist”, positioning painting and interior projects as a communal, sociable activity.
Backdrop shows that simply adopting the Millennial aesthetic that has become so popular in the market is not enough to target this generation. Consumers are looking for brands that tap into their lifestyles and core beliefs around wellness and sustainability, as well as products that fit easily into their lifestyles and are delivered straight to their door. As more direct to consumer brands enter into the market, balancing these key consumer priorities will become more important to stand out from the crowd.
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