Backdrop was founded to transform the traditionally painful and time-consuming experience of buying paint into something transparent, empowering, and enjoyable for modern consumers. Aruliden brought this strategy to life across the entire brand experience, from the logo and paint can to digital platforms and campaign photography.

The visual identity celebrates the fun and personal process of making a home reflect its owner. Brand and industrial designers worked side-by-side to ensure the physical experience of Backdrop’s painting tools and packaging matched the clarity and accessibility of the digital brand.

Every detail was thoughtfully reconsidered, including a redesigned paint can engineered for easier shipping and shelf-worthy storage. Campaign photography captured friends and family in the process of painting, embracing the brand’s visceral DIY aesthetic and celebrating homes that feel expressive rather than cookie-cutter.