Monarch Paints needed to break into the premium paint tools market but lacked a credible presence in the professional-grade segment. Their existing product range wasn't effectively capturing customers who demanded higher quality tools, missing opportunities with both professional tradespeople and serious DIY enthusiasts seeking superior performance.

I developed the complete Expertech sub-brand - a premium paint tools range that positioned Monarch as a technology-driven, high-performance brand. This included creating the brand identity, comprehensive packaging design highlighting innovative features like X-Tech filament and SPI-WEAVE fabric, and a complete retail rollout strategy for Bunnings Warehouse. The solution delivered clear product differentiation with measurable benefits (25% greater coverage, faster application) while organizing an extensive product range across multiple categories with intuitive hierarchy.