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 Product Line
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 Old Designs
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Challenges
• Gain the consumer insight needed to develop a compelling retail package system.• Increase shelf impact of the package structure while unifying the entire line.
• Evolve a visually disparate group of products into a compelling brand on the shelf.
• Leapfrog the competition with a super –premium image.
•Contemporize the MotorUP image so it’s not just “for your father’s Oldsmobile”.
Actions
• Minkus & Associates conducted consumer research into the brand and the category.• The key consumer insights we uncovered guided our design work.
• The consumer thinks of these products as insurance; they are a small price to pay to protect your engine or other vital systems. Thus, the items needed to look solid, effective, and technically correct. They also needed to clearly communicate what they did and when they should be used.
• Our design system leveraged these insights.
• MotorUP now looks like it belongs under the hood. The engine treatment looks like part of the engine block; the fuel system treatment showcases fuel injectors. Overall, the packages are bold, communicate technical expertise and deliver on the promise of unmatched performance in your car.
• Our unique, space-efficient hexagonal box further differentiates MotorUP, increasing size impression while actually taking up less shelf space. The embossed detailing of the engine parts further enhances the brand’s premium positioning as the trusted authority in the category.