D’Art rolls out new retail identity for Berger Paints across India

D’Art has completed a nationwide retail transformation for Berger Paints, redesigning stores and storefronts to boost visibility, consistency and customer engagement. The rollout targets urban, rural and emerging markets as Berger Paints looks to stay relevant in a changing paint retail market.

Why it matters: - Berger Paints is using retail design to strengthen physical presence in a market where customer expectations and store formats are changing fast. - The rollout is meant to help the brand stay visible in crowded urban markets and build a stronger foothold in underserved and emerging locations. - The new format also aims to turn paint shopping from a transaction into a more interactive buying experience for contractors, retailers and homeowners.

What happened: - D’Art Private Limited partnered with Berger Paints on a PAN-India retail identity revamp. - The project introduced immersive store formats across multiple locations in India under Berger Paints’ new identity. - The deployment covered stores in Tier 1, Tier 2 and Tier 3 cities, as well as rural areas and emerging hubs. - The rollout was presented as a response to rising competition and shifting retail behavior.

The details: - D’Art conducted market research to assess consumer behavior, growth prospects and decision-making patterns. - The analysis identified two opportunities: expansion in geographies with low visibility but strong demand indicators, and entry into rural-urban fringe areas expected to urbanize over the next 10 years. - The store redesign focused on consistency across touchpoints, retail execution quality and flexibility across formats. - The new stores were structured to support color and finish decisions for contractors, retailers, first-time homebuyers and regular customers. - Storefronts were redesigned to improve visibility, brand recall and recognition in crowded areas. - Facades incorporated mesh-colored lava-inspired forms tied to Berger’s retail identity. - Victorian-inspired dangling signage added a heritage element while keeping the presentation contemporary. - The redesign was intended to increase direct walk-ins and make stores easier to spot from a distance in dense, high-traffic locations. - D’Art added an interactive EXPERIENCE LOUNGE to let shoppers explore products, compare color combinations and test textures and finishes. - The experience zone was designed as a neutral space where contractors and consumers could align expectations before purchase. - D’Art said the work required precision, coordination and adaptability to maintain design integrity across a large rollout. - Mr. Rashid Saifi, Brand and Experience Strategist at D’Art Private Limited, said the project succeeded through disciplined execution across thousands of outlets and through insight-led planning.

Between the lines: - The project reflects a broader shift in paint retail, where brands are trying to win attention and trust through in-store experience, not just product availability. - The emphasis on standardized design across diverse markets suggests Berger Paints wants a single identity that can travel from metros to smaller towns without losing impact. - The experience-led format also gives the brand a way to make technical product choices feel simpler and more collaborative for shoppers.

What's next: - Berger Paints and D’Art are likely to keep relying on repeatable store formats as the rollout expands and local conditions vary. - The company’s push into underserved and fast-changing markets suggests more retail touchpoints may follow if the new identity continues to support visibility and engagement. - The broader test will be whether the new store model can sustain relevance as paint buyers increasingly expect both convenience and experience.

The bottom line: - Berger Paints is betting that better retail design can help a legacy brand grow by making stores more visible, more consistent and more useful to customers.