Tonester – Where Color Meets Luxury

Tonester first made its name through viral paint-mixing content, building a passionate audience around color. As the brand matured, it needed an identity that reflected the quality and artistry behind the product. By leaning into the richness of Tonester’s custom palette, we created a brand identity and digital experience designed to feel immersive at every touchpoint.

The result is a shopping experience saturated in color—moody, elevated, and built to showcase Tonester as more than paint, but as a brand defined by color itself.

In 2020, Tony Piloseno worked part-time at Sherwin-Williams. Between helping customers, he began sharing TikTok videos of the mesmerizing paint-mixing process—simple, captivating content that resonated with viewers seeking lighthearted distractions. Within six videos, his account went viral, amassing over a million views.

His viral journey caught national attention, turning a potential setback into a launching pad. With job offers pouring in, Tony chose a different path: he built his own business. And so, Tonester Paints was born.