Akzo's roller tray lid earns Design Award, increases sales.

The Industrial Designers Society of America (IDSA) has presented a gold Design Excellence Award (IDEA) to Akzo Nobel for its 1-2 Paint System, in which the lid of the rectangular packaging transforms into a paint tray when opened.

Originally launched by the company's Decorative Coatings Europe business late last year in The Netherlands, the new design--which accommodates a standard paint roller--has since been introduced in Spain. Akzo Nobel plans to roll out the packaging to other European markets over the next few years.

"The response we've had since we launched the system last November has been very enthusiastic," said Jean-Paul Moonen, marketing manager for Deco Retail in the Netherlands. "Our innovation strategy includes looking at what can be done with packaging, not just the paint, so one of the things we always try to look for is convenience in the eyes of the consumer, and that's what we're doing with this packaging."

Available only in white wall paint, the new system--currently being used by the Dutch Flexa and Spanish Brugner brands--has had a dramatic impact on sales in the few months since it has been on sale, according to company officials.

"Our initial goal was to double our sales volume in white wall paints in The Netherlands and we're well on the way to achieving that goal," said Moonen.