DAB LAB was created as a supportive, confidence-building brand for artists and hobby painters. As a start-up, the brief was to shape the brand from the ground up, from naming through to identity, pre-launch website design, and photographic art direction.

At the centre of the identity is the “D” device. Designed as both a bold brand mark and a framing element, it becomes a consistent visual anchor across the canvas pad covers and marketing. It gives the brand structure while still allowing space for creativity to show through.

A key focus was ensuring the product immediately communicates its purpose. The cover design was intentionally developed to signal painting at a glance, helping it stand out on shelf and differentiate from standard paper pads. This is not a traditional pad. Each sheet is made from 100% cotton canvas, and the design needed to reflect that elevated, tactile quality.

The result is a brand that feels creative, confident, and clear in its offering, giving DAB LAB a strong presence from day one.