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.