“Our new Valspar Spray Paint is based on extensive research into everything consumers want in a spray paint—and have never gotten in the past,” said Jane Ryder, Valspar. “Simplicity, ease of use, and the best colors are at the core of the new design and formula.”
Spray paint had seen little innovation since its introduction in the 1970’s. Through a partnership with Valspar, package designer Webb deVlam saw an opportunity to create disruption in the category while reinforcing Valspar’s brand promise of “Make It Easy” and deliver a value to the consumer.
“This project came about as an initiative internal to us, rather than in response to a design brief,” says Webb deVlam Design Director Jason Campbell. “When you look at the category, it’s begging for innovation.”
Webb deVlam cross-fertilized their expertise in beauty and personal care to develop the actuator. The firm’s involvement included concept generation, consumer research, design development, engineering, and production tooling. The spray-through actuator and valve are injection-molded by Summit Packaging. Crown Packaging and BWAY produce the steel container bodies.
The actuator design uses two primary components: a chassis molded in Valspar’s signature gray color, and the over-cap connoting the color and finish. The chassis features a large finger pad, which alleviates finger fatigue. Lab results showed a 33% pressure reduction, compared to the previous model.
Its intuitive design prevents accidental spraying via a locking system that is engaged when the cap is twisted 90 degrees.
On prototype tests, consumers gave great feedback, indicating that the new actuator was easy to use, aesthetically appealing, and provided faster and better coverage when compared to other brands.
“We saw the need for innovation and differentiation," says Michael Watson, Global Managing Director at Valspar. "However, only with the creative and technical skills of Webb deVlam were we able to visualize and commercialize the opportunity. This actuator not only promotes ease of use, one of the key attributes sought by the consumer , but it also provides differentiation in what has been a dormant category, allowing us to further establish the Valspar brand.”
The new actuator can be found on Valspar’s premium spray paints at Lowe’s and other independent retailers in the US, followed by a global rollout in Australia and Europe for spring 2012.
