Cme Cans offers inexpensive high quality spray paint to street artists, interior designers, architects etc. The product was originally launched as Cme Cans and the rebranding task offered a few challenges: the designs seemed messy and generic. The logo appeared illegible, and the blue colour confused the colour markings on the lid of the product. Also, the original logo made it difficult to understand the brand name correctly. It would typically be pronounced “sme” or c-m-e. When we changed the name to Cme Spray, the brand name was turned into an actual sentence, forcing the consumer to pronounce the name correctly. The website changed into cmespray.dk and an Instagram hashtag was launched, #cmespray, allowing users to tag their postings. This notion was supported by the redesign of logo and labels, making the cans stand out as a strong brand, instead of a neutral product.