36. TURNER DUCKWORTH
Walking the line between Home Depot and Ikea, Homebase is one of the U.K.’s most popular DIY chains, carrying everything from cordless drills to down comforters. Turner Duckworth was recently tapped to design packaging for many of Homebase’s signature lines—over 40,000 products —most of which will be launched this year.

The White Room line consists of interior paints that add an imperceptible hint of color. The seven families of shades all look the same at first glance, making it very difficult to discern Moon from Soft Vanilla, plus, the color names and type of finish needed to be clearly identified to prevent customers from grabbing the wrong one.

Creative director Bruce Duckworth solved the problem by featuring oversized chips so consumers could differentiate the hues. The clean look appeals to those seeking the minimalism of white walls. “The style suits the customer that will buy the paints,” says Duckworth. “It’s a contemporary, simple range of paints with modern, simple packaging.”
Alissa Walker