New York – The company is reinventing the $11bn (£8bn, €10bn) home painting category for the Millennial generation.
With advisors from Glossier, Everlane and Warby Parker, Backdrop is a new paint brand that is applying the direct-to-consumer formula to the interior paint industry. The brand challenges the overwhelming nature of paint shopping by offering a curated selection of colours, a range of essential supplies and an inspiring shopping experience.
The branding, created by design agency Aruliden, differentiates Backdrop from most paint brands on the market, which tend to focus on images of interiors. Backdrop instead positions itself as a lifestyle brand, filling its e-commerce site with playful campaign imagery of young people and families.
Inspired by the success of start-ups like Warby Parker, brands like Backdrop and Clare are taking on an antiquated industry by going direct to the consumer and simplifying the shopping experience.