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Tejas Pawar

From Concept to Reality: Berger Paints Retail Makeover


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“As an industrial designer on the Berger Paints retail transformation project, I contributed to reimagining store spaces into immersive brand experiences by designing innovative fixtures and sustainable elements.”

Role:

  • Industrial Designer


Team:

  • D’Art Design team



Challenge:

“As a legacy brand, Berger Paints needed to remain relevant, engage both contractors and consumers more deeply, and break away from restrictive traditional distribution channels.”


Project Overview


Participated as an industrial designer in the retail transformation of Berger Paints outlets nationwide, working with D’Art Design. The goal was to elevate the customer’s physical brand experience—transforming conventional paint stores into immersive destinations through strategic space planning, innovative materials usage, and engaging visual merchandising.



Impact


1800+ Stores Delivered


Berger's retail redesign efforts across 1800+ stores saw a significant sales uplift, resulting in an improved bottom line in the FY.

4x

Brand Recall


Post-project follow-up surveys unveiled quadrupled brand recall among consumers, indicating a greater market connect.

1.5x Market Share


Berger's redesigned retail identity resulted in a 50% increase in its market share, as Berger managed to create its own sphere of influence.


Solution


  • Distinct Store Identity: Introduced lava-inspired mesh color elements and Victorian-style hanging signage for strong visibility and brand heritage.

  • Product-Focused Layout: Organized stores into clear zones (paints, putty, interior, exterior) to simplify product discovery and customer navigation.

  • Interactive Experience Lounge: Created a hands-on space for homeowners to explore colors, textures, and combinations, encouraging emotional and informed decisions.

  • Live Demo & Digital Tools: Designed demo shelves for real-time product visualization and introduced a digital station for personalized paint recommendations based on room specifics.

  • Effective Visual Merchandising: Implemented a three-tier product display for new launches and an engaging POP area at checkout for quick-fix tools and impulse buys.



Key takeaway


By transforming retail experiences, integrating digital-to-store conversions, and pioneering new distribution pathways, Berger achieved a 4x brand recall within 12 months, tripled their rural distribution, and doubled their digital-to-store conversions.

Through the power of insight-led expansion, their market share surged by 50%, and the annual revenue reported a 28% climb..




 
 
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