Pinta
naming
Brand Strategy
2024
The Brief
naming
Brand Strategy
brand identity
When Arkh, a new Dubai-based trading company, approached Yellow, it had an exceptional product and no name in the market. The business would supply high-quality MDF boards and PVC and PET panels to designers, developers, contractors and distributors across the region and beyond.
The quality of the product could compete with any global brand. As a newcomer, though, the company had no credibility in the region yet. In a category where buyers rely heavily on the supplier’s name, Arkh needed a brand that would earn trust quickly and set it up for long-term growth.
Client
Arkh
Industry
Real Estate
The insight
Most brands in the category, local and global, felt dated, cluttered and hard to navigate. Our workshop revealed a more interesting truth: these surfaces aren’t really building materials. They shape kitchens, wardrobes, furniture and interiors, so they belong closer to the worlds of fashion and decor. This gave us the room to build something elegant, modern and inspiring in a category that rarely is.
The approach
Brand strategy: We defined the brand’s purpose as: Helping People Realise Their Vision. Built on the Magician archetype, the brand is about transformation. Its tone of voice is inspiring, knowledgeable, clear and approachable.
Naming: Across three rounds of naming, we explored ideas of strength, craftsmanship, design and artistry. The final name, Pinta means ‘surface’ in finnish. It is short and memorable, and it works in both English and Arabic, which was a key requirement from the client.
Visual identity: We created a confident, contemporary wordmark in English and Arabic, paired with a warm, earthy palette of deep brown, stone and amber. A graphic device inspired by layered panel profiles brings the product itself into the identity. Photography balances close-up material detail with calm, lived-in interiors. We rolled the brand out across the full business: brand guidelines, product catalogue, sample boxes, pallet packaging, signage, stationery, website and social media.
The result
Pinta entered the market looking like an established leader rather than a newcomer. Its clean, design-led identity stands apart in a category of dated brands. It gives designers and developers a partner they can trust, and it treats every surface as the start of a beautiful space.
