GOLDEN Paintworks

Product Provided

In an effort to expand its decorative painting product offering as well as respond to customer needs, a client of GOLDEN Paintworks® requested that we develop a new product for them - Venetian Plaster. Since Venetian Plaster is traditionally known as a very labor intensive, time consuming product to apply, our client requested that Paintworks develop a Modern Venetian Plaster - one that every beginner or DIYer could apply successfully. By researching existing products, both historic plasters and modern materials, and developing new ideas, GOLDEN Paintworks was able to formulate a Venetian Plaster that provides the old world polished marble, variegated gloss surface of traditional master plastering techniques, but in a more convenient, roller applied application.

Also of importance to our client were compliance to health and safety requirements, compatibility with universal color mixing systems and price competitiveness within the diverse existing market.

To satisfy the needs of the customer or client, we were able to rely on the several years of research that we had already conducted regarding the decorative painting market. We were familiar with the methods DIYers used most, the tools that were preferred for use and the customer's desire to work with a product that achieved the desired effect, but in less time and with greater ease than products currently available.

Though we had extensive knowledge in several of these areas, new research was required to develop a thin but stable and adequately performing product that could be roller applied. Traditionally, Venetian Plaster is applied with a spatula or trowel because of its thickness and composition. Our goal was to develop a product that could be applied by using a more convenient application method, such as rolling.

Summary of Requirements

Create a new type of Venetian Plaster that would be easily applied by any homeowner or DIYer.
Develop a product that would conform to all current Health & Safety Requirements.
Introduce a new product that was compatible with universal type color mixing systems.
Produce a product that would be price competitive with similar high-end DIY products in the marketplace.

Creative Solutions:
-We researched a diverse sampling of related products on the market to find out what worked and what didn't work.
-We had to ensure that a homeowner or DIYer could easily apply the product in three (or less) easy steps.
-We experimented with several different application techniques and tools to make certain that the product could be roller applied.
-We developed alternative applications and creative secondary uses for the plaster with and without the use of products currently available.
-Developed protective topcoats for the Venetian Plaster in order to support the new product and its range of application possibilities.

Back to Case Studies Main Index

GOLDEN Paintworks