Aura

 

Benjamin Moore recently launched a new premium line of paint called Aura. It's an innovative new paint that was the culmination of years of research and collaboration between Benjamin Moore and it's consumers. The color palette (called Affinity) is sophisticated and designed to work together. The paint uses a new ColorLock™ System that allows for better coverage and durability. AND, the part we all love, Aura is eco-friendly... It is VOC (volatile organic compound) compliant and apparently releases 1/3 as much VOCs as regular paint does (Forbes).

Beyond all the great benefits of the paint itself, the packaging is stunning. Finally we have a paint container that is as inspirational as the project we're buying it for. The packaging is obviously premium, and highlights the colors and the quality of the paint itself. I love the subtle use of the paint stroke as a flower petal.

Edit: The packaging was created by Carmichael Lynch Thorburn, Minneapolis. Thanks for the note, Patrick.

It's interesting that Benjamin Moore has decided to emphasizes the style and quality of this product over the eco-benefits. Presumably because eco-paint has a reputation of being less than stellar. But it's nice to know that you can get the quality you need with the knowledge that you're doing less harm to the environment.