Brand strategy, naming, identity system and packaging design for the leading painting supplier and service provider in the Baltics.

KRASO is more than just a leading paint supplier, finishing service provider, and paint manufacturer in the Baltics. They are on a mission to infuse color, creativity, and joy into every aspect of life.

Over two decades, KRASO had been developing and growing, but they faced challenges in their structure. They had created over ten different brands without a clear direction for strategic brand development. As KRASO set its sights on new export markets, it was clear the company needed to organize and elevate its brand to a new level.

That's when they turned to Asketic for help. Together, we defined a clear brand strategy. As a result, a new brand name KRASO (previously "Krāsu serviss") was created, unifying all their brands under one powerful umbrella - KRASO. A new visual identity system was designed with the signature stroke element that could adapt to any environment and communicate its message more effectively. Additionally, the packaging for KRASO paint products was updated to a design that truly resonates with the audience.

Today, KRASO is a true inspiration in the industry, showing that with a clear strategy, creativity, and collaboration, anything is possible.

"Throughout its 20-year history, the company created over 10 brands amid structural uncertainties, lacking clear strategic direction. To expand into new export markets, a significant brand reorganization was crucial. To address this, a well-defined brand strategy was established, resulting in a name change from "Krasu serviss" to "KRASO." Multiple brands were consolidated under KRASO brand. Following the design strategy, a versatile brand identity system was developed to adapt to various contexts.

Furthermore, the KRASO paint product brand received a comprehensive makeover to better resonate with the target audience.

These strategic and design changes not only simplified the company's brand portfolio but also paved the way for its successful expansion into new export markets."

Kristians Gabalins

Chairman of the Board


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