Minwax Clear Finishes

Associate Creative Director

On the heels of the early 2020 Minwax label evolution that brought refreshed looks to the primary prep and stain lines, the next big opportunity was unifying the brand’s large line of clear protective finishes. This meant evaluating a broad number of SKUs across multiple packaging formats, streamlining copy to make differentiation easy and developing a new visual language that played well with the just-redesigned labels and offered a unity that hadn’t previously existed. First, I developed a chevron-like shape that used a satin-esque image to signal to shoppers they were evaluating clear topcoats. Then, in order to move on from the prior practice of using large areas of color to differentiate sheen — which could muddle the decision process at-shelf — we stuck with one main color per label, using a new color-coded sheen bar to signal those differences. I used a subtle gradient on the labels to differentiate topcoats from the prep and stain lines that rely on flat color — with the exception of PolyShades, which also includes a topcoat, earning its label a similar gradient. Finally, a new style of bulleted copy relied on a primary bold selling point to differentiate the labels, followed by supporting sub-benefits.

Creative Director: Stefan Woerle
Words: Teda Jenkins
Product: Andrew Marsden & Ashley Leskanic
Brand: Minwax
Channel: Multiple

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The Fast-Drying Polyurethane line included traditional cans, as well as wipe-on and aerosol versions.

The Polycrylic line included traditional cans, as well as wipe-on and aerosol versions.

Oil-based topcoats use the word “Warm” to differentiate themselves from water-based topcoats, which use the word “Clear.” A new, universal color palette allowed us to unify the visual language of Minwax topcoats while keeping the shelf color-blocked by product type, not sheen.

The Minwax oil-based system sell.

The Minwax water-based system sell.