Headquartered in the Finnish city of Vantaa, Tikkurila has been producing paints since 1862 but its latest paint collection, Endangered Colors, shines the light on endangered animals and will donate one euro of each package sold to protect endangered species.
The paint manufacturer has long been in the business of creating products that stand the test of both time and weather. Now, Tikkurila seeks to cross-apply this stewardly value set to the global crisis facing vulnerable and endangered species.
“The goal of Tikkurila’s paints has always been to protect buildings and furniture, thus increasing their lifespan,” shares Elisa Markula, CEO of Tikkurila. “With Endangered Colors, this effort expands to the most threatened species on the planet. I believe that we can raise awareness, help protect threatened animal species, and make sure future generations can enjoy a colorful tomorrow.”
Nature is in crisis, with humans threatening over one million species, pushing each closer to extinction at an unprecedented rate. And, as each species goes extinct, the world loses each of their natural colors. Tikkurila therefore aspires to bring widespread awareness to the endangered species predicament.
The new Endangered Colors collection serves as a way of preserving the color palette unique to species that are at the brink of extinction. Nine different hues, each representing an endangered animal, comprise the assortment. The names of these nine paints call to mind the animals they represent — Giant Panda Black, Siberian Tiger Orange, Snowy Owl White, Saimaa Ringed Seal Grey, Steppe Eagle Brown, Gibbon Grey, Sumatran Orangutan Orange, Siamese Fighting Fish Blue and Red Panda Red.
Designed to be as environmentally-friendly as possible, all the paints are low-emission and water-based. They are also packaged into recycled plastic buckets. This is in alignment with Tikkurila’s mission “to serve our customers with user-friendly and environmentally sustainable solutions,” per the company website.
Markula explains further, “Quality, sustainability and safety are our guiding principles in raw material selection and product development, and throughout all our operations. Our goal is to continuously reduce our environmental impact by investing in the development and promotion of water-borne and low-emission paints.”
The Endangered Colors collection will debut in 2020 globally, with the first phase to launch in Russia, China and the Baltics.