STIHL – MotoMix
Creating a square peg that fits a round hole.
In the eyes of consumers, premixed 50:1 gas products for chainsaws, leaf blowers, and hedge trimmers all seem similar. Even if there is a difference – as is the case with STIHL’s ethanol-free blend known as STIHL MotoMix® –it’s hard to stand out at retail. Like many household chemical companies looking to distinguish their brand, STIHL needed a new angle, as virtually every premixed fuel brand on the market is packaged in cylindrical cans.
While STIHL knew a square metal can would attract attention, achieving a workable package would be a challenge. During shipping, the package had to be able to withstand heat, cold, and drops onto hard surfaces. The pour nozzle, typically the weak point in these types of packages, had to be attached in such a way that it would meet government-mandated regulations for hazardous materials.
Studio One Eleven solved the nozzle constraint by attaching it not with a typical soldered joint, but with a laser weld that is stronger, eliminates markings, and makes the package more attractive. The Studio made additional improvements by attaching the handle longways atop the package, rather than in the more traditional transverse position, to allow users to easily carry it like a briefcase and to assist in more controlled pours.
For this innovative design, MotoMix won a Gold Medal in the General Industrial Category for the NACD (National Association of Container Distributors) 2017 Packaging Awards.
Building on the new package design, STIHL introduced a half-gallon size to the line, giving consumers an alternative to the existing gallon and quart sizes. STIHL took advantage of Berlin Packaging’s global sourcing capabilities, which dovetailed into STIHL’s just-in-time filling operation in Shreveport, Louisiana. The new, more contemporary and aesthetic metal cans are stored in Berlin’s Houston stocking warehouse, providing additional overhead savings for STIHL