The Dutch Boy Twist & Pour paint container, designed by Nottingham Spirk, is a fantastic example of packaging innovation transforming a brand and enhancing the consumer experience. Introduced as a solution to traditional, messy paint cans, the Twist & Pour features a resealable, tool-free lid, an ergonomic handle for easy pouring, and a no-drip spout. These practical enhancements eliminated common pain points associated with paint cans, such as the need for a screwdriver to open them or the hassle of cleaning up spills.

This innovation revitalized the Dutch Boy brand, making it particularly popular among the DIY (Do-It-Yourself) consumers, who prioritize convenience and ease of use. The container not only boosted sales but also set a new standard in the paint industry, demonstrating how packaging design can elevate a product’s functionality and market appeal.

It began when we identified a major opportunity in the stagnant world of paint packaging, where the basic design of paint cans had remained unchanged for over a century. Recognizing the growing DIY market’s demand for convenience, they approached the CEO of Sherwin-Williams with a bold idea: reinvent the paint can. 

“We introduced to him to the idea of reinventing the paint can,” Co-CEO John Nottingham says. “He believed in us, supported us and our collaboration ended up with a transformative innovation for paint packaging. The Twist & Pour System has been granted 23 patents and Sherwin-Williams has since grown to become the world’s largest paint company. We believe this innovation has been a key spark that helped ignite the company’s meteoric growth.”