{"id":7015,"date":"2021-10-05T08:36:25","date_gmt":"2021-10-05T12:36:25","guid":{"rendered":"https:\/\/durasein.com\/in\/?p=7015"},"modified":"2024-11-18T14:55:28","modified_gmt":"2024-11-18T19:55:28","slug":"creating-the-backdrop-of-our-lives","status":"publish","type":"post","link":"https:\/\/durasein.com\/in\/creating-the-backdrop-of-our-lives\/","title":{"rendered":"Creating the Backdrop of Our Lives"},"content":{"rendered":"\r\n\r\n\t<section id=\"dfx-block-2b9daa65\" class=\"questions-answers\">\r\n\t\t<div class=\"qa-holder\">\r\n\t\t\t\t\t\t\t<div class=\"qa-head\">\r\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-head-questions\">D.LAB<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-head-answers\">BACKDROP<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"qa-list\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>Natalie and Caleb, you\u2019re a husband and wife duo that\u2019s spent the past couple of years turning the outdated paint industry on its head\u2026 Did you guys imagine Backdrop would gain such influence on the market SO quickly?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.linkedin.com\/in\/calebebel\/\"><span style=\"font-weight: 400\">Caleb<\/span><\/a><span style=\"font-weight: 400\">: <\/span><span style=\"font-weight: 400\">It\u2019s been really fun to see how the brand has resonated with our consumers in just these first few years for Backdrop. In the paint category, there has been very low brand affinity and very little innovation, so there was an opportunity for <\/span><a href=\"https:\/\/www.backdrophome.com\/\"><span style=\"font-weight: 400\">Backdrop<\/span><\/a><span style=\"font-weight: 400\"> to take a new approach and really put the consumer at the centerpiece of the experience. We do that in a lot of subtle ways, from the packaging to the color curation, to the color descriptions, to the <\/span><a href=\"https:\/\/www.backdrophome.com\/\"><span style=\"font-weight: 400\">sampling process<\/span><\/a><span style=\"font-weight: 400\">, to the quick and easy ordering, and most importantly with a really <\/span><a href=\"https:\/\/www.backdrophome.com\/pages\/customer-reviews\"><span style=\"font-weight: 400\">great quality product<\/span><\/a><span style=\"font-weight: 400\">.\u00a0 <\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>All that influence has led to some pretty big changes as of late. Like, really big. Could you tell us a bit about your new parent company, <\/b><a href=\"https:\/\/businessofhome.com\/articles\/schumacher-acquires-d2c-paint-disruptor-backdrop\"><b>Schumacher<\/b><\/a><b>,<\/b><b> and how this partnership impacts the brand as we know it today?\u00a0<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.linkedin.com\/in\/natalie-ebel-4226299\/\"><span style=\"font-weight: 400\">Natalie<\/span><\/a><span style=\"font-weight: 400\">: <\/span><span style=\"font-weight: 400\">We\u2019re definitely excited to be a part of the F. Schumacher Co (FSCO) family of brands alongside design house <\/span><a href=\"https:\/\/fschumacher.com\/\"><span style=\"font-weight: 400\">Schumacher<\/span><\/a><span style=\"font-weight: 400\">, luxury floor coverings company <\/span><a href=\"https:\/\/pattersonflynnmartin.com\/\"><span style=\"font-weight: 400\">Patterson Flynn<\/span><\/a><span style=\"font-weight: 400\">, and their growing media businesses <\/span><a href=\"https:\/\/fredericmagazine.com\/\"><span style=\"font-weight: 400\">Frederic<\/span><\/a><span style=\"font-weight: 400\"> and <\/span><a href=\"https:\/\/joinfreddie.com\/designers\/\"><span style=\"font-weight: 400\">Freddie<\/span><\/a><span style=\"font-weight: 400\">. It\u2019s a really special place that has deep heritage and expertise in the home design category, but also has an exciting growth and entrepreneurial orientation which makes us feel right at home. Backdrop brings extension into a new category in paint and resonance with a younger <\/span><a href=\"https:\/\/www.instagram.com\/backdrop\/\"><span style=\"font-weight: 400\">digitally native<\/span><\/a><span style=\"font-weight: 400\"> consumer segment and FSCO allows us to tap into infrastructure, resource, style expertise, and a century of learnings.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>Creativity and innovation have been integral to Backdrop\u2019s success, what\u2019s something you do personally to keep that energy flowing?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Natalie: Creativity sometimes happens spontaneously so you have to <\/span><a href=\"https:\/\/www.backdrophome.com\/pages\/gallery\"><span style=\"font-weight: 400\">create the space<\/span><\/a><span style=\"font-weight: 400\"> and the environment for those moments to occur. Which can be hard when you\u2019re a parent and running a business and trying to do a million things. It also requires you to expose yourself to a lot of stimulus &#8211; art, music, travel, design, etc for those points of inspiration to occur. I\u2019m also particularly <\/span><a href=\"https:\/\/www.instagram.com\/p\/CSKLbo3FZaN\/\"><span style=\"font-weight: 400\">collaborative<\/span><\/a><span style=\"font-weight: 400\"> so I take inspiration from people around me and we build off one another.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>Your color palette is small but impactful. What\u2019s the thought process behind a more controlled offering?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Natalie: Our palette has about <\/span><a href=\"https:\/\/www.backdrophome.com\/collections\/interior-standard\"><span style=\"font-weight: 400\">58 colors<\/span><\/a><span style=\"font-weight: 400\"> today and it\u2019s growing. But, we\u2019re really thoughtful about each color\u2019s unique purpose and our conviction that we\u2019d love to have it as our own backdrop. There\u2019s no hard line in the sand as to a specific number of colors in the palette, but we\u2019re careful to do the hard work so we\u2019re not thrusting decision paralysis onto our customers.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>Backdrop\u2019s knockout branding has been a key player in shaking up the paint can, so to speak. You obviously made a lot of great decisions along the way, can you tell us more about your process in building such a notable brand? <\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Caleb: Well, thanks for the kind words. The brand is an ever-evolving living thing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The most important things for us in building Backdrop were authenticity and staying true to our unique point of view. We wanted to build a brand that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">had ingrained social impact and responsibility in its DNA\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">didn\u2019t take itself <\/span><a href=\"https:\/\/www.instagram.com\/p\/CO-6U6xDQm2\/\"><span style=\"font-weight: 400\">too seriously<\/span><\/a><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">didn\u2019t lean on jargon and other crutches we were seeing in the category<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">put the consumer first.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">We tried stripping everything down and saying if you were to start a new paint company without the baggage of 100 years of legacy decision making, from a first principles approach, how might you do things differently. So every touch point, including the <\/span><a href=\"https:\/\/www.backdrophome.com\/collections\/supplies\"><span style=\"font-weight: 400\">paint can<\/span><\/a><span style=\"font-weight: 400\">, was rethought because we weren&#8217;t encumbered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">One thing that is exciting is that we see our <\/span><a href=\"https:\/\/www.backdrophome.com\/pages\/customer-reviews\"><span style=\"font-weight: 400\">customers<\/span><\/a><span style=\"font-weight: 400\"> being proud to say what their backdrop is. It\u2019s energy and emotional connection and affinity that we hadn\u2019t seen previously in the category.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>A love of shirking the status quo is shared by both Backdrop and Durasein, how do you all cultivate that spirit within the team?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Caleb: It\u2019s helpful to have a <\/span><a href=\"https:\/\/www.linkedin.com\/company\/backdrophome\/people\/\"><span style=\"font-weight: 400\">team<\/span><\/a><span style=\"font-weight: 400\"> that is new to the industry, which means we have a fresh perspective on most challenges we approach by default.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>Backdrop partnered with <\/b><a href=\"https:\/\/www.rescue.org\/\"><b>The International Rescue Committee<\/b><\/a><b> before you even sold your first can of paint. Tell us more about who they are and what folks can do to support their efforts?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Natalie: From the beginning, we wanted to try to make Backdrop a role model for both our category and just what it looks like to build a new brand in this age. Social impact ingrained in the fabric and DNA is important. We love the work of the <\/span><a href=\"https:\/\/www.backdrophome.com\/pages\/about\"><span style=\"font-weight: 400\">IRC<\/span><\/a><span style=\"font-weight: 400\"> and deeply care about their mission to support displaced refugee families, so it made sense to share a portion of each sale so our customers can also support displaced families with each purchase. We\u2019re also really proud to be the first <\/span><a href=\"https:\/\/www.climateneutral.org\/brand\/backdrop\"><span style=\"font-weight: 400\">Climate Neutral Certified<\/span><\/a><span style=\"font-weight: 400\"> paint brand as of 2020.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"qa-item\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-question\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\">D.LAB<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><b>It\u2019s no secret that you guys stay Dunkin\u2019 on the competition\u2026 Are there any exciting new collaborations or projects coming our way?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col qa-item-answer\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"mob-sub-title\"><p>BACKDROP<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Natalie: <\/span><a href=\"https:\/\/www.backdrophome.com\/pages\/dunkin\"><span style=\"font-weight: 400\">Dunkin\u2019<\/span><\/a><span style=\"font-weight: 400\"> was a fun collab this spring! We\u2019ve always got a few things in the works. It\u2019s really fun to think about unexpected points of discovery for the brand. Can\u2019t say anything too specific just yet, but <\/span><a href=\"https:\/\/www.instagram.com\/backdrop\/\"><span style=\"font-weight: 400\">stay tuned<\/span><\/a><span style=\"font-weight: 400\">!<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/section>\r\n\r\n\r\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":7016,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Creating the Backdrop of Our Lives - Durasein IN<\/title>\n<meta name=\"description\" content=\"For as long as we can remember, painting your home has been considered a chore, a painful process that was more frustrating than fun. Thankfully, in 2018 that all changed. Driven by their own experiences of standing wide-eyed in the hardware store, overwhelmed with the thousands of color choices before them, Natalie and Caleb Ebel knew there had to be a better way...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/durasein.com\/in\/creating-the-backdrop-of-our-lives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creating the Backdrop of Our Lives - Durasein IN\" \/>\n<meta property=\"og:description\" content=\"For as long as we can remember, painting your home has been considered a chore, a painful process that was more frustrating than fun. Thankfully, in 2018 that all changed. 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