BELTON MOLOTOW RE-BRANDING
MOLOTOW is highly regarded as one of the premier street art paint companies, comparable with names like Krink, Montana Spray Paints, and Kobra. However MOLOTOW lacks one key difference from these companies, an inconsistent brand identity. Brands like Krink have a very distinct look across all parts of their company’s products. MOLOTOW seems to stray with many different looks to their products. Their design scheme also seems to be outdated with the design trends of today.
One of the most frustrating things about purchasing spray paints has to be not knowing exactly what color you are about to receive. Labels for spray paint often come printed off a CMYK ink jet printer, which is not at all how the paint inside the can is mixed. My Solution? Each label gets a personalized treatment with actual paint being spray directly on to each can. This allows customers to know the exact shade of color they are getting before they purchase the paint. Nothing is more frustrating than expecting electric blue and it looking more like royal blue when sprayed.
Graffiti is a centerpiece of street culture and street culture is filled with mostly 17-35 year old male individuals. These people follow brands who push boundaries. I pulled inspiration from Peter De Potter, the artist behind Kanye West’s The Life of Pablo cover art, as well as the warping of text found across many different genres of graffiti. The combination of repetitive text, warps and spray paint elements create a truly unique brand identity that reflects the culture MOLOTOW’s business thrives on.
I looked to create a truly unique experience for consumers to directly interact with the products MOLOTOW has to offer. Fencing around construction sites are often over looked as opportunity for advertising but can be a place that becomes a tag spot for amateur graffiti artists. This ideas purposes to use the fencing as a location for people to come and use MOLOTOW markers and spray paints.
Each fence is wrapped in boards that say “SPRAY ME” with a poster directing passer-byers to try out the paints, which are hung from the fence. Ideally these fences would be placed in urban areas known for their street art (think places like Wynwood District in Miami, FL).
All designs and photography by Colby Riviere