ADLER: Familiar quality in a new design

An incredibly broad, high-quality range with special products for every application - this is what distinguishes ADLER as Austria's leading manufacturer of varnishes, paints and wood finishes. However, the enormous variety also resulted in a certain lack of uniformity. "It feels like every can looks different, some look a bit old-fashioned," the ADLER paint sales team recently had to admit. "We need something new, fresh and appealing," said Claudia M. Berghofer, Head of ADLER Corporate Communications and responsible for the company's public image, and gave the go-ahead for the search for the perfect can: for months, the best minds from various ADLER departments racked their brains - the result was a comprehensive packaging redesign for the entire ADLER retail range!

A bright yellow moment

In spring 2025, the "secret of the can" was revealed at the ADLER Farbenmeister conference - gradually, more and more new container sizes were added to the shelves of the sales partners, making them shine in ADLER yellow throughout: Together with the red ADLER logo as a strong visual signal, the brand color forms the basis of the redesign. The well-known and popular yellow can as an advertising motif can now also be found in real life in paint stores - in various designs: With the upper two thirds in yellow, it stands for ADLER's premium coatings. These are the first choice for the highest demands and professional results and are sold through specialist paint retailers. The color in the lower third reveals the product category - whether water-based or solvent-based paint, wood finishing, rust protection or concrete coating. The product quality is underlined by the winged premium quality logo on the top edge of the can.

The joy of creative work

The ADLER Classic line, on the other hand, is intended for DIY enthusiasts who are looking for the right product in the specialist or DIY store to easily implement their creative ideas. The reversed color scheme - product color at the top, yellow at the bottom - and a symbolic application image make the selection easier. The playful design awakens the desire for imaginative design - perfect for the younger, price-conscious, design-savvy target group! The use of the famous golden ratio ensures harmony in the can design: the ratio, which can also be found in snail shells or sunflowers in nature, has a particularly pleasant and harmonious effect.

Balancing act between look and info

However, a paint can has to be more than just attractive and appealing: it has to provide all the relevant information about its contents and processing in a very limited space and must also comply with numerous legal standards and regulations. ADLER has also achieved this masterpiece with the new design: Universally understandable pictograms clarify areas of application and product properties. The naming has also been adapted and harmonized: Deliberately simple and internationally applicable, the designations clearly communicate the basic characteristics of the products. But it's best to see for yourself: With its all-round convincing appearance, ADLER is taking off to new heights!

ADLER – paint runs through our veins

With 730 employees, ADLER is Austria's leading manufacturer of varnishes, paints and wood preservatives. Founded in 1934 by Johann Berghofer, this family business is now managed by a member of the third generation, Andrea Berghofer. Every year, 21,000 tonnes of paint leave the Schwaz plant and are delivered to customers in more than 30 countries worldwide. ADLER has sales subsidiaries in Germany, Italy, Poland, the Netherlands, Switzerland, the Czech Republic and Slovakia; their sole production site is the ADLER-Werk Lackfabrik in Schwaz, Tyrol (Austria). Innovation and sustainability are the cornerstones of the corporate strategy. ADLER is committed to active climate protection and is continuously working to improve the company's ecological footprint and develop sustainable solutions for its customers.