If it isn't broken, improve it. The K&W product line has been a top seller at automotive retail parts stores for decades. The product line's colors and imagery were familiar to customers and retailers were understandably cautious of any changes to the brand.
This provided a great jumping off point for a brand update, but presented challenges to retaining the current customer base and calming retailer's fears. To successfully execute this project we needed to deliver a final design that could go into production and maintained key elements that held brand equity.
The final solution included updated branding on product specific logos, such as Trans-X and Block Seal, an automotive "jerry can" themed easy pour bottle, and incorporated the classic K&W "V" design elements.
The first phase of this project was a full exploration of the K&W logo in various versions and use cases.
The design team also explored variations on the current logo as part of our creative exercise. While these didn't make it into the final design, we were able to use them as inspiration for other package and label elements later in the project. Exploring these concepts helped get the wheels turning.
All concepts must evolve. Through the design process the bottle and labeling were pushed to modern style standards while maintaining the brand's equity at each step.
Our team painstakingly massaged the bottle and label design to fit various retailer and production requirements throughout the process. Through each step the design was refined, but maintained the classic K&W look.
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