Domus Pintureria
A paint store brand that looks nothing like a paint store.
2025
Timeline
Graphic Designer
Role
The Problem
Every paint store in the category falls back on the same visual vocabulary: brushes, rollers, paint buckets. The founders wanted to stand out and signal 'modern retail', but without a strong concept, the default would be more of the same.
The Challenge
Paint stores almost universally fall back on the same visual vocabulary: brushes, rollers, paint buckets, which signals "hardware store" rather than "design-forward retailer." The client wanted modernity and warmth, but those two things rarely coexist in their category. My approach was to strip the identity of all paint-related iconography entirely and build it around typography, geometric forms, and a warm mustard palette. The result reads as modern retail, closer to an interior design studio than a neighborhood store, while the color keeps it approachable and local.
Goals
Professional yet approachable branding
Design a corporate identity that reflects professionalism, reliability, and closeness to customers, helping build trust and stand out from competitors who focus solely on being neighborhood stores.
Modern and innovative visual style
A clean, minimalistic, and modern aesthetic that avoided clichés like brushes or rollers. Using warm colors like #E2BB5B (mustard yellow) combined with neutral tones to convey energy, creativity, and elegance.
Customer-focused solutions
Tailored solutions for both large-scale projects and small jobs, ensuring efficiency and satisfaction for every client type: families, architects, designers, and contractors alike.
Background
Domus Pintureria is a new paint store project in Alta Córdoba. The founders aim to create a business offering not only high-quality paint products but also specialized services like personalized advice, home delivery, training, and project follow-ups. Competing with established local businesses, Domus seeks to differentiate itself through innovation, modernity, and customer-centric values while maintaining an elegant and professional brand image.
My Role & Approach
This was strategy-to-delivery ownership of the full brand identity: I ran the competitive audit, defined the creative direction (strip all paint iconography), designed the logo, color system, and typography, and extended the system across all brand touchpoints.
Process
01. Brief & Competitive Analysis
Surveyed the local paint store landscape and documented the visual clichés dominating the category: brushes, rollers, paint buckets, to build a clear brief for what the brand should avoid and how to stand out.
"Documenting what to avoid was as important as defining what to do. The audit made the creative brief concrete."
02. Concept Direction
Defined the creative strategy: strip all paint-related iconography, build the identity around typography, geometric forms, and a warm mustard palette. The brief was to read as modern retail, not a hardware store.
"The decision to remove all paint-related iconography was the whole strategy: everything else followed from that constraint."
03. Identity Design
Designed the primary logo, color system (#E2BB5B mustard + neutral tones), and typography. Tested readability and scalability across print and digital formats before locking the system.
"Typography and geometric forms do what a brush icon cannot: they signal sophistication without saying it explicitly."
04. Brand Applications
Extended the identity to business materials, signage, and digital assets, validating coherence across touchpoints and delivering a complete brand kit ready for launch.
"Validating scalability before locking the system saved rework: a logo that breaks on a business card isn't finished."
Outcome
The result is a complete brand kit: logo, color system, typography, and brand applications, ready for launch. The identity positions Domus closer to an interior design studio than a neighborhood hardware store, while the warm mustard palette keeps it approachable and local.
Tools
