Matte – Naming, Logo and Packaging Design for Facade and Decorative Paints

Our client approached us with a new line of paints and emulsions designed for facades and interiors. The primary task set before us was to make the product stand out vividly on store shelves. The new brand needed to confidently compete with foreign products both in the domestic market and for export, instantly catching the eye.

So, how do you grab the buyer's attention? Are bright colors alone enough? As our team brainstormed, we set a goal to infuse the design with a concept that is literally "ours," radiating a national spirit. It was our initiative: to give the product such a deep national flavor that it wins a place in the buyer's heart.

Usually, "national identity" brings to mind clichéd images like a traditional skullcap (doppa) or a cotton-patterned teapot. But for a modern brand, these are not enough. We needed a source of inspiration deeply rooted in our culture, instantly recognizable and warm to the eye, yet embodying a modern spirit.

During our research, our attention was drawn to our people's unique traditional garments — the majestic bekasam chapans worn by our forefathers and the gorgeous khan atlas silk that adorned our grandmothers. The harmony of colors and lines in these fabrics became the heart of our project. To our delight, the client loved this idea as well.

We approached the project comprehensively and executed the task in three main stages:

1. Naming

We started by developing a suitable name for the product. Inspired by the calm, non-glossy texture of the paint, we initially chose the English word "Matte". However, during the legal process it became clear that patenting this exact word was impossible.

We then added the English abbreviation "Co" (company). Thus the easy-to-pronounce and export-friendly name "Matteco" was born and successfully registered.

2. Logo

In the construction materials market, which countries’ paints are considered the most premium and high quality? European ones — especially from Italy and France. We aimed to give the brand that same impression of top-tier European quality.

If you look closely, above the letter "e" at the end of the word "matté" in the logo there is a teardrop-shaped element. On one hand it resembles a drop of paint, and on the other it subtly references the accented letters typical of European languages.

Through this small visual detail we gave the product name the prestige and sophistication associated with expensive European brands.

3. Packaging Design

The European elegance of the logo was balanced with a truly Uzbek design solution for the packaging. On the front side we combined the vertical colorful stripes of bekasam fabrics and the shimmering harmony of khan atlas silk with modern minimalism.

These geometric lines evoke national textiles while also representing the smooth texture of paint applied with a roller. The color palette was carefully selected to convey different moods suitable for both interior and exterior use.

As a result, the paint can became more than just a construction material — it turned into an aesthetic product proudly standing on the shelf and expressing national identity.

We are confident that once Matteco paints enter the market, they will immediately attract the attention of craftsmen and buyers. Among the monotonous cans of competitors, the product will stand out clearly thanks to its bold visual concept.

For us, however, the greatest victory was the client's satisfaction and trust. Impressed with the results and the unconventional solution, the client later entrusted the Minim team with two additional major projects — branding for a new cafeteria and packaging design for plumbing products. These projects were also successfully completed by our team.