Petrocoll has a history of over 40 years in the production of traditional construction adhesives. They required a new and distinctive packaging design for their spatula putty range of products, to make a statement.
The concept developed explored a different approach to the product range, in contrast to the strictly male-dominated construction market, which is flooded with products that do not deviate from the industrial norm, and conform to the traditional standards. The idea was to depict female figures on each packaging, not just to make them stand out on the shelf, but also to create an association of the covering of a surface with putty, with the coverage of the female body in clothing and makeup. The three packages were meant for three products with different coverage levels, which formed the basis of the design idea, that of which women choose to cover or expose their beauty in different levels. For this, 3 images of different female figures in three different historical periods were created, to let the user identify the varying levels of coverage at a glance. The fine-grained putty which gives a clear finish was represented through the nearly naked body of Venus of the Renaissance period, where almost everything is visible. The intermediate level putty coverage was illustrated through the figure of a woman of the interwar period, her body partially covered with clothing. In direct contrast to transparency, the coarse putty which gives greater coverage and an almost opaque finish, was represented by the portrait of a woman with heavy, full coverage, theatrical makeup. The analogy between woman and elegance, beauty and coverage, transparency and opacity, was the “foundation” of the concept, reminding consumers that construction can be a form of art, even through a “modest” building material, such as spatula putty. This project was designed in mousegraphics.