Sirca: artistic direction for the Italian paint multinational
Design | Branding | Marketing & communication
Challenge:
Coordinating the artistic direction of the historic Italian brand of paints for industry and crafts
Result
Redesign of the brand identity and communication applications
Client:
Sirca SpA
SDGs
Sirca S.p.A. is the historic Italian multinational that has been producing resins and paints for more than 50 years for industry and crafts.
Sirca, with hundreds of employees and dozens of locations worldwide, owns historical and recognized brands in the sector for quality and offering variety such as Polistuc and Technogel.
The Sirca brand is synonymous with quality and professionalism, to the point that in India it has become common to use “Sirca” as a synonym for “paint”. Sirca contacted HENRY & CO. to review its brand architecture and coordinate the company’s entire rebranding process.
HENRY & CO. organized a series of strategic design sessions with the company’s key figures. To coordinate the activity, HENRY & CO. used the Circular Design Thinking methodology.
The sessions identified the organization’s key issues, the barriers preventing progress, and the company’s stakeholders, generating numerous improvement proposals and laying the foundation for the reorganization of the brand architecture.
To preserve the brand’s history, HENRY & CO. redesigned the Sirca logo while maintaining the company’s iconic pictogram and the initial “S,” thus preserving its immediate familiarity.
The remaining components underwent a complete redesign: each letter was carefully redrawn to complement the classic design. The kerning between the letters was increased to give more space and visual clarity. The letter “i” received particular attention, losing its traditional dot and being replaced with the small “sail” found in the pictogram.
Finally, the color was unified from a combination of blue and rainbow to a professional indigo blue, giving the brand a more distinctive and professional tone.
Sirca’s paint packaging underwent a complete and careful redesign.
Sirca’s cans are often the first touchpoint with the brand, being frequently stored in client company warehouses, and must communicate the brand consistently while maintaining their functionality and compliance with product labeling regulations.
HENRY & CO. redesigned the can graphics by clearly separating the two main product lines: water-based and solvent-based products.
For the solvent-based line, the brand’s main pattern was employed, fading from Sirca’s old light blue to a predominant indigo blue.
To ensure the logo’s visibility from all angles, a repetition of the logo was placed near the lid. Small guides were integrated into the graphic to facilitate label placement. Finally, the Sirca logo was centrally aligned on the front to maintain a clean and recognizable image across all formats.
Regarding the water-based paint line, the design focused on characterizing the product by playing with textures and exclusions: to save paint during can production, the texture fades from the silver of the can to Sirca’s signature blue. The concept of water is reinforced by a texture that simulates floating waves with a line exercise.
The result is a strong, resonant, and cohesive image that identifies and characterizes the cans, making them recognizable in any context.
In addition to developing the brand identity, HENRY & CO. provided the guidelines for designing trade fair stands. The defined guidelines offer instructions on style and element placement, as well as material preferences to support the reuse of stand elements.
Through these guidelines, HENRY & CO. succeeded in aligning Sirca’s stand designs with its coordinated image, maintaining a unique visual and stylistic language across all communication channels with stakeholders.
