Rebranding of Australian paint brand Matisse into Namatjtra
Nama tjtra
Branding design Graphic design Style guide
This branding project aimed to rebrand the existing Australian brand Mattisse, renowned for selling high quality acrylic paints and paint products. This branding strategy aims to expand Matisse’s presence among kids, especially those disadvantaged, with the value that art is for everyone. It will also expand its current environmental scheme to sell environmentally responsive paints.
brief
The project focused on rebranding an existing company by adapting and updating its brand values. The aim was to create a fresh, effective, and responsive identity that aligns with the company's evolving goals and resonates with its target audience.
explanation
The brand has been renamed "Namatjira" in honour of renowned Australian painter Albert Namatjira, connecting it to painting, creativity, and Australian heritage.
The earthy colour palette reflects an environmental focus and supports the push for sustainable pigment extraction.
The playful, organic logo is designed to make art feel accessible, especially to kids and disadvantaged communities, with the message that art is for everyone. Its curved forms and flower-like shape evoke childhood, creativity, and a welcoming space for artists of all levels. The petals circling the centre symbolise community and a safe, inclusive environment.
The fluid design reflects the nature of paint and sets Namatjira apart from competitors. Inspired by Paul Rand’s principles, the abstract, minimalist form makes the logo memorable, flexible, and distinct.
The tagline "Beautiful Chaos" captures the essence of children’s art—unrefined, messy, and full of meaning. The bold, thick lettering improves readability at any size, and splitting the name supports easier pronunciation. Using a surname adds a sense of legacy and universal recognition.
