Nova X is a new private label brand on the local market, launched by ZUX-4, a reputable paint and coatings company, that is successfully operating on the Bosnia and Herzegovina market for nearly 20 years. The local market for paint and coating products is dominated by several big-name brand manufacturers, but an increasing competition is noticed in the last years from products branded by the local retailers, whose packaging is very often similar to those of the well known brands. The challenge for our designers was helping Nova X set itself apart in the crowded category through an innovative packaging design, that builds on the products' quality in the first instance, but also on the fact that it is a product of entirely domestic origin. Even in this product category, consumer have become much more demanding in terms of both product quality and product visual communications. The reason for this is the constant increase of the DIY customer category, and the fact that this type of products can be found on shelves in classic shopping centres, not just in specialized stores. Shift designed a typographic visual identity for Nova X that helps the brand stand out among the competition. Along with the identity, we have developed the packaging design for a range of products that can be easily applied to different items within one product category (classic, plus, professional), but also to different categories within this private label (emulsions, etc.). We hope that the look and feel of the new brand will meet the customer’s expectations in terms of both, the packaging design and the high-quality of the products.