This is a brand design project for the Dutch art materials brand Rembrandt Oil Paints. It was created by designer Sylvan Hillebrand.
Rembrandt Oil Paints is an oil paint brand that has been around since 1899. As a brand that has long been established in the art market, maintaining its existing identity was a key objective of this rebranding rather than simply presenting a new look. In particular, the focus was on creating a modern impression while preserving the packaging structure, color system, and product recognition familiar to painters.
The new identity begins with changes in typography. A more sophisticated and balanced typeface has been applied to enhance professionalism and a modern impression. The structure of information used on product labels has also been reorganized. Adjustments have been made to ensure that color names, pigment information, and product group distinctions are more clearly visible.
The color system has also been expanded. The graphic language has been restructured to allow for a wider range of color usage while maintaining Rembrandt's signature classic feel. A key feature is the creation of a structure that enables consistent use across packaging, print materials, and digital environments.
This project takes an approach closer to a "continuing brand" than a "new brand." This is because, for established brands, changes that existing users can naturally accept are more important than a completely different look. This approach is particularly crucial in the art supplies market, where brand trust and user experience accumulate strongly.
