Project Description

Position Lakeland Paints as a Lifestyle Brand


Lakeland Paints create some amazing paint – their Air Purifying Paint, actually filters toxins from the air and is used in places such as The Louvre, to protect artefacts from airborne pollutants. And Lakeland Paints is so non-toxic you could actually eat it.

However, despite a supportive niche following, their presence within the mainstream homes and interiors press was more or less zero.

jwc were tasked with launching Lakeland Paints into these publications and increasing awareness of the brand amongst consumers.

A selection of coverage from the campaign


jwc initially focussed upon the fact that Lakeland Paints was so non-toxic you could eat it and we created a press kit containing a can of paint and a spoon.

This caught the attention of homes and interiors editors. We then worked with stylists to provide them with Lakeland Paints’ colourcards and product for their photoshoots.

This gave us instant visibility in the key magazines, provided great exposure of Lakeland Paints colours as each piece included supplier details.

We then worked to find a fantastic up-and-coming photographer and stylist to carry out the first ever Lakeland Paints photoshoot to launch a new range. We also devised a series of advertorial and promotional opportunities.


All of this meant that over the course of 18 months jwc were able to transform Lakeland Paints from a specialist product, into a talked-about brand appearing alongside the likes of Farrow & Ball and Fired Earth in outlets such as: Elle Deco, Woman & Home, Good Homes, Grand Designs, Period Living, Period Homes and Interiors, Ideal Home, Your Home, House Beautiful, Living etc.

  • Over 300 pieces of coverage in key media outlets, online and offline
  • Increase in brand awareness led to a 35.46% sustained increase in organic traffic



“jwc have exceeded all our expectations. Our original goal was to get Lakeland Paints into all the leading homes and interiors publications alongside established brand leaders – not only have they done this but they have also secured coverage on television and in national newspapers.
“What’s more, the team is easy to work with and nothing is ever too much trouble.”

Ian West, Founder, Lakeland Paints