No Fuss, No Mess, No Problem - Let's 'Roll and Go'

Getting this concept from idea to market is a result of a dynamic cooperation with focus and creativity between ICI and Superfos.

09/03/07 In February 2007, leading paint company ICI has launched its’ new paint product Roll & Go in the UK. The customized solution is carried in the high performance rectangular container SuperCube with a built-in floating grid and paint roller. This is expected to set a new standard on the paint market.

Content + container = Roll and Go

The concept requires perfect interaction between content and packaging. They are both equally important to the final product. The solution has been developed to optimize the interplay between packaging and contents to create a super user-friendly and convenient paint brand that is easy to use and gives a perfect end-result.

Getting this concept from idea to market is a result of a dynamic cooperation with focus and creativity between ICI and Superfos.

Development step by step

ICI developed the idea and sketches of different visions for development of a new paint concept together with the design company Tinhorse.com.

Presented with this material Superfos has designed the container. Product Designer Lars Pudselykke says:

“It has been a really motivating experience interacting with ICI’s visionary designers. I have been responsible for transforming the visionary concept into an also functional user-friendly container in all relevant aspects. This includes easy and efficient stacking, easy open-close as well as practical filling and packing.

To ensure the grids ability to stay afloat ICI has developed a thick paint emulsion quality that offers some resistance when the grid is pushed down by the paint roller, explains Lars Pudselykke.”

Unique advantages

Apart from the unique branding opportunities the cubic shape provides supreme logistical advantages and great cost savings. Compared to filled round containers traditionally used for paints, it stores more efficiently on pallets, in storage and during transportation.

Furthermore, SuperCube has an easy-open peel-off lid and a re-closure system with a function that makes storage of unused contents easy, liquid tight and hygienic. The leftover paint can be stored in the container and reused. The rectangular container with the floating grid not only makes the product more user-friendly– it changes the paint job for end-users by eliminating the need for purchasing, using and cleaning up a roller-tray. Altogether, it makes the paint job more convenient and easy, and means less waste and clean up.

SuperCube with incorporated grid is environmental friendly. Material is saved as there is no need for a separate paint tray. The paint tray/floating grid is already incorporated in the container.