Develop a brand identity and packaging for a new budget automotive chemicals and cosmetics brand. The product range is diverse: sealants, cleaners, aerosols, adhesives, etc.
Challenge
At the start of the project, we assumed that the market required a consistent brand with a unified color scheme. To validate this hypothesis, we conducted a series of interviews. It turned out that, for consumers working in workshops or garages, the ease of identifying the product among tools was more important than remembering how the product looked. For most products, consumers already had strong color associations. This contradicted the hypothesis of brand consistency and risked turning the brand into a kaleidoscope of separate products.
Solution
We conducted a detailed audience study and identified two types of design elements. Functional elements were strongly associated with specific products and helped consumers easily identify them. These included the primary packaging color and composition proportions. Image elements, such as shapes and styles, did not have established associations.
The branding was developed based on image elements, while the packaging design utilized the identified functional elements and adhered to the brand guidelines.
Result
The design of the new brand was perceived as user-friendly. By using familiar color combinations, consumers recognized the brand as established and trustworthy.
Roles: product development, brand strategy, management, art direction, artwork, creative direction, brand strategy, design, 3D visualization.
