This years’ Loerie Awards recognised Topline’s ‘Festive Times’ publication as a finalist in the Direct Mailer Category as well as Pop Paint for their campaign photography in the Craft Category. The big story is the Campaign Bronze Loerie that was awarded to its Brand Design Firm, Parsons Branding, for the Pop Paint Identity Programme. The team at Parsons commented, “We are honoured to work with a such a forward-thinking client – Topline shares our creative vision for Pop and they share this award with us”, says Craig Parsons, Chief Creative Officer at Parsons Branding.
When Topline briefed Parsons Branding to create a new range of high-matt paints for the DIY and craft market, “the goal was to create a home-grown brand as Africa’s answer to a category longing for a recharged youthful energy”, says Parsons. The name Pop was chosen because the range does just that, from the 15 trend-research colours to the engaging photography.
Pop Paint has gained instant traction in the market, which can be attributed to its unique visual edge. The product itself, and most importantly, is receiving rave reviews by bloggers and customers nationwide. Notably, the brand became the first range of paints to list on Superbalist.com thanks to the popular consumer demand on Superbalist’s Facebook poll.
“This range empowers people to transform ordinary objects into remarkable ones – this drove our call to action, ‘Make it Pop’, and from there a vibrant, fluid identity was conceived”.