Natalie and Caleb Ebel, Backdrop: Connecting with Color – Well Made E72

For most people, purchasing paint is more of a menial task than a meaningful experience. By painting a jargon-free consumer experience, newly launched startup, Backdrop is moving the hardware store paint chip model forward. After careers in marketing and finance and starting their own family, wife and husband co-founders, Natalie and Caleb Ebel took on their next project — making over the paint market. Backdrop opts for a filtered aesthetic with sensory-driven paint colors. Their click-and-ship paint and supplies are delivered in streamlined packaging. With an easy, tactile appeal, the brand encourages artistic freedom they’re hoping that creates the backdrop for whatever happens in your space.

On this episode, Natalie and Caleb talk about their personal and working partnership (3:26). Most people can’t tell you the color or brand of the paint on their walls; Natalie and Caleb illuminate how they are creating brand affinity in the paint industry (13:17). Natalie explains how investing in their web experience and photography led to brand trust and sales (17:36). Caleb shares the design philosophy behind the clean, gender-neutral line (31:00). Natalie reveals how they crowdsourced feedback pre-launch through a private Instagram and focus groups (34:16). Finally, they share how they use music, travel, and family to inspire their palette of paint colors. (38:35)

Find inspiration on Backdrop's Instagram.

Also mentioned on the show:

Images via Backdrop.