Minwax Gel Stain

Associate Creative Director

In early 2020, Minwax updated its core line with new labels for its oil- and water-based Wood Finishes — also introducing a new premium Design Series, which followed the refreshed look. As a result, a cascade of new label projects came my way, including Gel Stain. A heavy-bodied stain best suited for vertical surfaces, Gel Stain is an unsung hero of the full Minwax lineup. A soft conversion meant the new label couldn’t vary wildly from what was on shelves, and the challenge came in respecting that while also differentiating the can from the classic oil-based Wood Finish. To do so, I paid homage to its predecessor’s triangular swatch presentation, while drawing shoppers’ eyes to the color name by placing it within a Minwax logo-shaped enclosure (we lovingly call it the “lozenge”). Knowing that Gel Stain is perfect for vertical surfaces, we further differentiated the label from Wood Finish by flipping the wood grain vertically. The fresh, triangular shape for the swatch meant we could arrange our core attributes vertically to the left, leaving the Professional Results Guaranteed seal in the center.

Creative Director: Stefan Woerle
Words: Teda Jenkins
Product: Christina Rowe
Brand: Minwax
Channel: Multiple

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Minwax Gel Stain side-by-side with Minwax Wood Finish