New Logo and Packaging for Backdrop by Aruliden

Established in 2018, Backdrop is a new direct-to-consumer paint brand — meaning you don’t have to go to a giant hardware store to get it but can instead order directly — that provides a reimagined painting experience. Instead of tiny swatches, you can order 12-by-12-inch stickers to neatly place on your wall to assess the color. Instead of hundreds of colors, there is only 50. Instead of a round can, it’s a funky rectangular box. And instead of a bottomless pit of money for a corporation, every sale benefits the International Rescue Committee. Launched at the end of last year, Backdrop introduced its new identity designed by New York, NY- and San Francisco, CA-based Aruliden. Backdrop set out to be transparent, easy-to-use and empowering, so we designed a visual ide