Tuesday, December 30, 2025
ADLER, Austria’s leading manufacturer of paints, varnishes, and wood finishes, is revolutionising its brand image with a comprehensive redesign of its packaging. Known for its broad range of high-quality products, ADLER’s new packaging design combines functionality, clarity, and aesthetics, aligning perfectly with its commitment to quality and innovation.
The company recognised the need for a unified and modern design after receiving feedback that the existing packaging felt inconsistent and outdated. Claudia M. Berghofer, Head of Corporate Communications at ADLER, acknowledged the issue: “It feels like every can looks different; some even seem a bit outdated.” This realisation spurred the development of a fresh, cohesive look for ADLER’s retail range, aimed at elevating the brand’s presence on shelves and enhancing consumer recognition.
The new packaging design, unveiled in spring 2025 at the ADLER Paint Masters Conference, features a bold, uniform visual identity. The familiar ADLER yellow is used prominently on all cans, creating a strong and recognisable brand signal. This signature yellow is paired with the iconic red ADLER logo, further reinforcing the brand’s identity.
The top two-thirds of the cans are yellow, representing ADLER’s premium coatings designed for high-performance and professional results. These premium products are sold through specialist retailers and are aimed at customers with the most demanding needs. The lower third of the can’s design indicates the product category, whether it be water-based or solvent-based paint, wood finish, rust protection, or concrete coating. This visual cue provides a simple, clear method for customers to identify the product they need at a glance.
A key feature of the new packaging is the inclusion of the Premium Quality logo, positioned on the upper rim of the can. This logo highlights the superior quality of ADLER’s products, reinforcing the brand’s commitment to delivering exceptional performance and reliability.
ADLER also recognises the growing DIY market and has tailored its packaging to appeal to this customer base. The ADLER Classic line is aimed at creative individuals who seek high-quality products for their home projects. This range features a reversed colour scheme with the product colour on top and yellow on the bottom, designed to make selection easier.
In addition to the fresh colour scheme, the packaging includes a symbolic application image, making it even easier for DIY enthusiasts to find the right product for their needs. The playful design is particularly appealing to a younger, price-conscious, and design-savvy audience. By using the Golden Ratio, a proportion found in nature that creates a sense of harmony, ADLER ensures that its packaging is aesthetically pleasing, adding to its overall appeal.
While the new design focuses on aesthetics and brand recognition, it also addresses the practical need for clear product information. Paint cans must convey key details about their contents and applications while adhering to strict legal standards and regulations. ADLER has achieved this balance by incorporating universally understandable pictograms that highlight the product’s areas of application and key characteristics. The product names have also been standardised to ensure clarity and international applicability, making it easier for customers worldwide to understand the essential features of each product.
“With this new packaging, we are not only elevating our brand but also ensuring that every can communicates everything a customer needs to know in a simple and straightforward way,” said Berghofer. This attention to detail in both design and information ensures that ADLER’s products remain accessible and consumer-friendly.
Founded in 1934, ADLER has grown to become Austria’s leading manufacturer of paints, varnishes, and wood preservatives, employing around 730 people. The company’s commitment to innovation and sustainability has driven its success for over eight decades. Managed by the third generation of the Berghofer family, ADLER continues to focus on creating sustainable solutions that reduce its environmental footprint.
The company’s Schwaz plant in Tyrol, Austria, is the heart of its operations, producing approximately 21,000 tonnes of paint annually, which are exported to over 30 countries worldwide. ADLER has sales subsidiaries in Germany, Italy, Poland, the Netherlands, Switzerland, the Czech Republic, and Slovakia, and it continues to expand its presence in the global market.
Sustainability remains a cornerstone of ADLER’s strategy. The company is actively engaged in climate protection efforts, constantly improving its environmental performance and developing solutions that support eco-conscious customers. The new packaging design reflects this commitment by using sustainable materials and processes, ensuring that the company’s innovations align with modern environmental demands.
With its new packaging design, ADLER is poised to strengthen its market position, offering a modern, consistent brand appearance that resonates with both professionals and DIY enthusiasts. The redesign not only enhances the visual appeal of ADLER products but also reinforces the company’s commitment to innovation, quality, and sustainability.
Through the combination of functional design and environmentally conscious practices, ADLER is setting new standards in the paint and finishes industry, continuing to build on its legacy of excellence and driving forward into a bright, sustainable future.
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Tags: ADLER, ADLER coating, paint and coating, premium coatings, sustainable design, varnishes, wood finishes
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