Golden Lubricants' MorGas

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Golden Lubricants' MorGas

Driving a custom package to finish first.

Golden Lubricants’ objective was to create an iconic custom package and label design for its MorGas line that would be immediately recognizable. The package needed to stand out on the shelf and communicate the brand values, both visually and ergonomically, of performance and quality.

As a newcomer to the industry, MorGas needed to quickly differentiate itself from the competition. As an international brand, MorGas would compete with scores of SKUs across America, Europe, the Middle East, Africa, and Asia. The look and feel of the packaging had to not only be unique, but also correctly communicate the innovation, quality and performance of MorGas in many countries and across diverse cultures.

Studio One Eleven proposed a custom line of high density polyethylene bottles that are distinguished in multiple ways to create a unique brand personality for MorGas. The most notable feature is the bottle silhouette that features a notched edge on one side; the notches, inspired by tire treads, not only communicate automotive sports performance, but also provide ergonomic benefit through easier hand gripping.

The one-quart MorGas package is presented in three colors: bright yellow for the synthetic blend product, steel grey for the full synthetic, and performance red for transmission fluid. The front label on all three products is framed by a stylized, indented surface in a delta shape that follows the label contours.

The label, also designed by Studio One Eleven, greatly strengthens the brand image through a larger and more contemporary logotype; the logo is paired with a tachometer graphic and laid over abstracted petrochemical images in a palette that complements each bottle color.

The end result clearly differentiates the product through a custom package design. In the motor oil segment, packaging is the most visible way to establish brand personality and attract attention. The MorGas package, with its bold, aggressive silhouette and graphics, instantly conveys performance, strength, innovation, and quality.

 

Turtle Wax Trigger Sprayer

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Turtle Wax Quick & Easy

Turtle Wax spray products look better than ever.

Sometimes even the best-known brands find themselves in need of a packaging restage. Until recently, that was the case with Turtle Wax, the 70-year-old automotive appearance products manufacturer with distribution in 90 countries. Different SKUs – even those within a single product category – utilized different package structures, varying shades of the company's signature green, and disparate label shapes and branding architectures adopted over time as new product lines were introduced. There was a family resemblance but no unifying visual language that tied the entire line together.

As a first step in a broad rebranding initiative, Turtle Wax managers solicited design proposals for the 16, 23 and 26 oz PET trigger bottles used to package 10 SKUs across the Jet Black, Quick & Easy, and Performance Plus lines. The goal was to bring an element of consistency to the brand portfolio, to rationalize merchandising across categories, and to enhance brand recognition.

After evaluating proposals from multiple suppliers, Turtle Wax selected a concept by Berlin Packaging's Studio One Eleven design division that was quickly nicknamed the "vortex bottle" because of its unique neck and base detailing featuring whirlpool-like grooving. The dynamic line work added a sense of movement and instantly differentiated the package on the shelf.  

The project yielded important material reduction advantages. Specifically:

  • All three bottles incorporate 30% post-consumer PET plastic, exceeding California's 25% PCR requirements for bottles in this size range while also saving more than 116,000 pounds of virgin resin annually.
  • New, lighter-weight preforms dramatically reduced resin use, yielding a 21% reduction for the 16 oz bottle (from 43 to 34 grams) and a 19% reduction for the 26 oz size (from 53 to 43 grams) for a total annual savings of 62,000 pounds of plastic.

The launch was so successful that 12, 20 and 64 oz molds bearing the same design are being developed for additional SKUs.

Automotive

Armor All Premium Wash & Wax

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Armor All Premium Wash & Wax + Protect


Armor All's car care package fits its name.

When Armored Auto Group was preparing to launch its new all-in-one Armor All Premium Wash & Wax + Protect product, they needed a package that would stand out in the crowded car care category and a design partner to help them develop one. Studio One Eleven's custom 48 oz PET package is as different from competitors' packages as a sedan is from an SUV, featuring a shapely silhouette with dynamic line work, clear resin that showcases the pearlescent color of the product inside, and a striking asymmetrical overcap that is seamlessly integrated with the bottle profile.

The non-handled PET bottle has a solid look and feel inspired in part by protective sporting gear, armored vehicles, and high-performance automobiles, with contouring that adds movement while enabling easy pouring. The custom-designed asymmetrical black PP overcap protects a standard 38-400 CT closure, covers the bottle fill line, can be used to dose the concentrated formula, and carries an embossed Armor All® logo that adds visual interest. 

The distinctive package silhouette is enhanced by a shield-shaped label panel that's indented to shift volume to the bottle's perimeter, boosting the package's size impression. The result is a premium package for a premium product with 'pearlescent polymer protection' to make both Miata and Charger shine.

 


Lube-Tech Fuel Treatment Bottle with Dosing Cup

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Lube-Tech Fuel Treatment Bottle with Dosing Cup


2015 Ameristar Award Winning Package

2015 Ameristar Award Winning Package

An award-winning dose of cost reduction 

Fuel treatment products designed to prevent fuel degradation in intermittently used equipment such as lawnmowers, snowmobiles, motorcycles and ATVs are typically packaged in bottles that either lack measuring provisions or utilize an integrated measuring chamber that is both expensive and wasteful.

To solve the problem, custom lubricants manufacturer Lube-Tech worked with Berlin Packaging’s Studio One Eleven to develop an industry-first package design featuring a PP measuring cup that snaps onto the neck of a PET bottle. The solution yielded a 16% material reduction and a 43% cost reduction over the company’s previous package while also providing easy recyclability not available with PVC packaging that is common in the category.

The new package has also reduced Lube-Tech’s corrugated shipping carton square footage by 17% and increased outgoing product per pallet by 32%, decreasing corrugated, pallet and freight usage in addition to resin needs. Other benefits include strengthened differentiation on the shelf through a combination of the attached measuring cup, vibrant bottle color options and a custom asymmetrical silhouette.

The cup itself can be reused from bottle to bottle, and has a lid that seals out dirt and contaminants when it is not in use. Both the bottle and measuring cup have graduations in milliliters and ounces molded into them for accurate measuring.

The package is designed for private labeling by Lube-Tech’s customers and can be delivered in any color, with or without the measuring cup. Toro, a leading lawn and garden equipment manufacturer and the customer whose product is pictured here, is one of the first brands to use the package.

Automotive

Brava Synthetic Motor Oil

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Brava Synthetic Motor Oil


Radical geometry meets strong utility.

Innovation is not a word generally associated with motor oil packaging. Puerto Rican oil company Brava was able to disrupt the Central American market with a package design combining radical new geometries, creative use of color, and strong utility. The 4-liter package, crafted by Studio One Eleven, stands out in a retail aisle dominated by square and round motor oil packages thanks to its sharp angles and unusually tall proportions.

Five bottle colors—orange, red, silver, bronze, and black—delineate the five grades of oil in Brava’s line. Utility is assured by shedding weight—the HDPE container scales at 155 grams vs. typical 200 grams—and incorporating a handle easily gripped by large, greasy hands. To avoid spills and improve aim over cramped oil spouts, the package was engineered to pour only after tipping to 30 degrees, a steeper and more convenient angle than competing packages.

Brava credits the new packaging with a doubling of orders and new distribution in Panama, Costa Rica, and Venezuela. 


Automotive

GReddy Motor Oil

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GReddy Motor Oil


GReddy was ready for premiumness.

While motor oils can regularly be purchased for $3 a quart, GReddy, a Japanese manufacturer of high performance automotive aftermarket accessories, came to Studio One Eleven requesting packaging worthy of its new $13 a quart synthetic oil products.

Because of the high-tech nature of the GReddy brand, stock packaging was simply not an option – a custom package was required to prominently communicate 'performance' in its structural design and graphic branding. The Studio met this challenge with a unique shape, a special high-end pearlescent plastic, and visual references to shape equities in existing GReddy aftermarket items.

Functionally, the offset neck facilitates pouring and ensures that all of the expensive product is dispensed. In a final personalization touch, we imparted the distinctive shape of the GReddy oil filler cap into a circular medallion on the front of the bottle. 


Automotive

Meguiar's Automotive Products

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Meguiar's Automotive Products


Material conversion used as an opportunity to differentiate.

Where many saw California's legislation regarding the sale and use of PVC as an obstacle, Meguiar's saw opportunity. Meguiar's utilized Berlin Packaging's Studio One Eleven and E3 Consulting divisions to develop a comprehensive plan to transitioning out of PVC while accounting for and mitigating all supply chain impacts. The goal was not only to transition to a more future-friendly resin, but to develop a new visual language to build the Meguiar's brand. 

The new packages present well as a family and have a cohesive, aggressive, yet upscale aesthetic appropriate to Meguiar's broad consumer base. We updated the sprayer bottle line for Supreme Shine, Interior Detailer, and Natural Shine to increase shelf impression, maximize label area, and optimize retail facing. For the Ultimate Protectant, we leveraged visual cues from contemporary men's personal care and automotive styles. Meguiar's Ultimate Protectant has a generous contoured label panel and grip surfaces for increased ergonomics. The label features foil stamped accents reminiscent of automotive chrome categories. 

Finally, we amplified the 'aggressive' characteristics of the brand aesthetic for Meguiar's Gold Class Leather Cleaner. An embossed, translucent overcap combined with masculine details contribute to outstanding shelf impact. Following launch, the new Meguiar's SKUs quickly become category-leading products.


Automotive

Fast Orange

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Permatex Fast Orange

NACD Gold Packaging Award

NACD Gold Packaging Award

This package rocks! (Literally.) 

The #1 selling waterless hand cleaner, Fast Orange, now offers mechanics and DIYers even more reasons to buy with this compelling package refresh. Designed to win new users without alienating its large existing fan base, the new 15-ounce, multi-layer HDPE Fast Orange package retains many key brand elements—particularly its distinctive orange and black color scheme.

The key creative upgrade, however, was based on research that revealed consumers prefer one-handed dispensing while washing their hands. Using this knowledge, Studio One Eleven came up with a clever rocker closure. Simply tap the bottle on its bottom corner to open the spout and dispense; tap the spout to close. Scalloped grip detailing on the bottle side offers a solid grip to greasy hands, while the broad, inverted polypropylene cap (protected by a breakaway tab to prevent premature dispensing) assures a steady base on garage sinks.

The novel package design, promoted by a YouTube video, has become the cornerstone of the brand's marketing efforts. 


Automotive

Turtle Wax Super Hard Shell Paste Wax

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Turtle Wax Super Hard Shell Paste Wax

Celebrated turtle gets a new shell.

Turtle Wax, an innovative leader in car care products, engaged Studio One Eleven to re-package their iconic Super Hard Shell Paste Wax (SHS). As a first step, we conducted an in-depth review of the car care category and paste wax product landscape. Based on our findings, we suggested that Turtle Wax steer the design of the traditional SHS product more toward 'heritage' and 'authenticity' rather than aggressiveness, helping to attract the growing female car enthusiast segment.

The resulting Super Hard Shell Paste Wax package assembly is comprised of four custom components. When assembled, the jar, the recessed continuously threaded lid, the applicator sponge, and the translucent over-cap are reminiscent of the brand's iconic turtle shell. The die cut label includes a foil-stamped turtle brand mark that connotes the Turtle Wax shine.

By replacing the outgoing thermoformed styrene overcap with a more durable injection molded polypropylene version, we were able to improve strength, stackability, and storage for the applicator sponge. We engineered a proprietary twist-open, locking mechanism that ensures the package stays neatly sealed, stacked, and oriented on shelf, all while fitting within the envelope of the outgoing package.

Turtle Wax and Studio One Eleven worked together from concept to commercialization, resulting in a new look for Super Hard Shell Paste Wax that is recognizable, brand appropriate, and offers consumers improved functionality.


Automotive

Polaris 50th Anniversary Packaging

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Polaris 50th Anniversary Packaging


Packaging a golden anniversary.

For the 50th anniversary of motorsports vehicle manufacturer Polaris Industries, the company that produces Polaris-branded lubricants saw an opportunity to rev up sales by putting some visual horsepower into their commemorative packaging. The marketing staff at Lubrication Technologies wanted a fresh solution that would evoke the essence of the Polaris experience – the thrill of the ride.

Studio One Eleven was engaged to make this idea come to life. The designs culminated in a pair of 32 oz packages that resemble the machines for which the products are intended. One bottle has the silhouette of an all-terrain vehicle, the other a snowmobile. Both are rendered in deep pearlescent gold HDPE in tribute to Polaris' golden anniversary, embossed on the neck and body with Polaris' starburst logo and the proclamation '50 Years'. 

In creating these limited-edition containers, Studio One Eleven overcame molding process challenges and other technical hurdles to put consumers vicariously in the driver's seat while simultaneously delivering functional oil bottles. "Polaris is an icon in the world of ATVs and snowmobiles, and we wanted packages that would reflect that status," said Lubrication Technologies. "These containers are like pieces of art. They don’t look like anything else on the shelf."


Automotive

Aiken Chemical

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Aiken Chemical

Aiken pulls the trigger on a new package.

Aiken Chemical wanted to revitalize their brand, and they approached Studio One Eleven for a complete structural packaging makeover.

Our design solution targeted a 'moving while sitting still' aesthetic. The new bottle design provides a next-generation look, much improved over the tired shape of the outgoing trigger sprayer bottle.

Per Aiken's requirements, label size and shape maximize decorable marketing and branding real estate. A comfortable grip area combines with a high-output sprayer to make dispensing a pleasure, while glossy black PET serves as the perfect material for communicating the bottle's sensuous automobile-inspired curves. 

The new package kicked the dust off of Aiken's image and helped revive sales. 


Automotive

BRP XPS Motor Oil

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BRP XPS Motor Oil


Rev your packaging engine.

Bombardier Recreational Products is no stranger to great design. Their talented design team has won numerous international awards and has been recognized by global design organizations such as the Red Dot in Germany and Business Week’s International Design Excellence Awards. It was with this in mind that BRP’s lubricants formulator chose Studio One Eleven to design and engineer a new line of containers for BRP's marine, sled, and ATV brands.

As part of the Studio's rigorous methodology, we visited equipment dealers, scrutinizing the details of BRP's vehicles and capturing the essence of their styling language. We tested dozens of prototypes to ensure that the chosen solution would deliver a controlled, glug-free pour. The result is a dynamic line of packages that are as bold as they are functional (even while wearing gloves).


Automotive

Turtle Wax Zip Wax

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Turtle Wax Zip Wax


Green turtles, greener packages.

As part of their sustainability initiative, Walmart challenged Turtle Wax to upgrade their Zip Wax packaging. Turtle Wax teamed with Studio One Eleven to tackle this initiative.

After an in-depth review of the Turtle Wax brand, the category competitors, and a user ethnography, our team targeted several areas for improvement; these included improved sustainability, enhanced user experience, and increased shelf appeal.

Motivated by the sustainability benefits, a material conversion was made from PVC to HDPE with 25% post-consumer resin. We opted to move the handle to the side of the bottle, giving the consumer a more controlled and comfortable grip. The side-handle also allowed for increased top-load stability while reducing excess splash when dispensing the product. By implementing a 3-sided wrap around label, Turtle Wax was able to increase the label area with a seamless, upscale appearance with foil-stamped accents.

The new designs were fully-refined to capitalize on manufacturing, filling, and transport efficiencies. So not only did Turtle Wax get a package that resinated on-shelf, they were able to maximize the pallet capacity and increase the number of units per truckload by over 12%.


Automotive

Polaris Pure

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Polaris Pure


Lube-Tech cleans up.

Lubrication Technologies sought a solution to a perennial issue familiar to anyone who's ever fumbled with a funnel or spilled oil on their crankcase. While funnels solve the spilling issue, they represent a mess unto themselves and never seem to turn up when you need them. In the case of ATV and snowmobiles, the crankcase 'target' is smaller and often inaccessible via a funnel. 

Enter the Polaris Pure dispensing package. Studio One Eleven designed a system that includes a large handle suited to both carrying and pouring (even for users wearing thick mittens or gloves) and a nested bellows spout that can be articulated to fit in tight spots. After use, the spout can be left on the container or collapsed and re-inserted into the container. 

The re-launch of Polaris Pure 128 oz oil was so successful that the Studio's system has been extended into anti-freeze, stabilizers, and a host of other products across three sizes.