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Citadel Paint Sets
Citadel Paint Set range, developing the Citadel Paint brand, reintroducing the yellow demon as brand ambassador and developing a faster method of introducing new customers to the painting hobby.

 Citadel brand paint sets stacked together showing a range of colours and the yellow demon mascot. The front of the Citadel Base Paint Set. The interaction between the yellow demon and the blue sidekick demonstrates the hobby function and USP of the set. The back of the Citadel Base Paint Set. A new style of product photography for the company was developed to provide an attractive scene to sell the contents. The front of the Citadel Shade Paint Set. Mooodboards and references were provided to the illustrators to create a consistent characterisation to the brand mascots. The back of the Citadel Shade Paint Set. each set has a number which keys to their use in painting Citadel models. The front of the Citadel Dry Paint Set. Humour was deployed to increase consumer recruitement by making the hobby friendly and approachable. The back of the Citadel Dry Paint Set. Shallow depth of field and careful composition in the photography promoted the contents as never before. The front of the Citadel Layer Paint Set. The layer set was the last set in the painting process and so was represented as the crowing achaivement of the mascots on the front panel. The back of the Citadel Layer Paint Set. The left section of the panel offers a quick painting lesson to promote the other sets. The front of the Citadel Hobby Starter Set. This set included tools and glues and could be promoted with or apart from the other boxes. The back of the Citadel Hobby Starter Set. Citadel paint sets together, from the front. The artwork on the front of the boxes was composed to form a narrative when desplayed on the shelf. A selection of the Citadel paint set boxes, showing the unity and branding across the range. The colour coding of the sets helps promote them in crowded third-party retail stores. The base panels of the Citadel paint sets. Information on this panel promotes other sets in the range and encourages multiple purchases. The Citadel Palette Pad. a disposable painting palette. The Citadel Ultimate Paint Set, seen here from the front, contained the whole paint range in a limited release, 39cm tall box. The back of the Citadel Ultimate Paint Set held seven sliding drawers. The paints were packed precisely according to frequency of use. The Citadel Ultimate Paint Set drawers opened, showing the box construction. The drawers on the The Citadel Ultimate Paint Set could be reversed and customised. Stickers and spare spaces were provided so consumers could rearrange or add to their collection. The The Citadel Ultimate Paint Set tended to be stacked on high shelves, so these side panels promoted the USP clearly near the base. Each panel, such as this base, carried useful information to promote the product. The top panel of The Citadel Ultimate Paint Set, reusing assets from the main paint range. Downloadable guidance leaflets, created for each of the paint sets and made freely available alongside video tutorials. The Citadel Paint leaflets shown here together. The leaflets carriend the paint branding and could be downloaded to a variety of tablets or printed out and folded for in-store POS support. Detail of the novel product phpotography style devbeloped for the back of the paint set boxes.


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Citadel Paint Accessories
A range of complimentary products including a belly-band for the Citadel Project Box, with bespoke product photography and infographics. Each product educate customers and provides shelf presence in a crowded and varied sales environment.

 The collectable Citadel Waterpot, and its Bitzbox packaging. The inital launch range of the Citadel Waterpots, the tin boxes sealed shut by adhesive labels. Citadel Waterpot and Bitzbox sets, the outer packaging was colour-keyed to the mug inside. The front panel of a Citadel Waterpot and Bitzbox set. The devilish smile of the mascot hints at the joke - that the 'waterpot' is a collectable mug. Oblique view of the back panel of the Citadel Waterpot and Bitzbox. Product photography attractively demonstrates the contents. Oblique view of the front panel of the Citadel Waterpot and Bitzbox. Face-on view of the back panel of the Citadel Waterpot and Bitzbox. Back panels of the Citadel Waterpot and Bitzbox. Consistency across the product photography enchances collectablity of the range. The Citadel Bitzbox without sticker, showing how each surface of the box and lid is embossed with the Citadel shield, making the brand image a permant feature of the collectors hobby space. The belly-band wrapping the Citadel Project Box, showing the die-cut that makes the embossed detail visible to the consumer. The back of the Citadel Project Box wrap, showing bespoke product photography and diagrammtic instructional images to educate the consumer and promote the product USP. The top panel of the Citadel Project Box wrap. on each panel product photography promotes the different configurations of the product. Detail of the base panel of the Citadel Project Box wrap, showing its storage function in an idealised hobby environment.













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© Leigh Woosey 2018
© Games Workshop 2013–2016, used with permission