Member Article

The Market Creative overhauls packaging for iconic car care brand

The Market Creative has rejuvenated the packaging for Simoniz, a range of leading car valeting products owned by Holt Lloyd International.

Established in 1910, Simoniz became famous for its strapline ‘Motorists Wise Use Simoniz’. The Market Creative has taken the brand heritage and unique, distinctive look of its original wax packaging - a round gold tin - and applied it across the product range.

The original strapline has been updated to ‘Motor Wise Use Simoniz’ and the brand promise of ‘lasting protection brilliant shine’ has been incorporated into the design to reflect the superior product formulations.

As well as streamlining the information on pack, the product range has been united with the same premium look and feel. Packaging is predominantly black with a medallion-like gold emblem containing the Simoniz logo, based on the original wax tin.

The striking design has been applied across a variety of formats including aerosol cans, bottles, wipes and trigger sprays. This ‘block branding’ approach means that Simoniz will stand out from the crowd, becoming even more recognisable on shelf.

Sue Benson, Managing Director at The Market Creative said: “Simoniz is a brand with incredible history and a loyal customer base, so it was essential that we retained and reflected this heritage in the pack design.

“Packaging has been simplified to create one distinct identity, ensuring stand out in what is a competitive category. We’ve moved away from using a multitude of colours to a real brand-led uniformed look, which is modern yet gives a nod to retro design.”

Becky Martin, Brand Manager at Holt Lloyd International said: “The Market Creative’s approach has managed to capture the tradition of the brand, while bringing it up to date. The design will enable us to create more on-shelf impact and engage with our customers.”

The new Simoniz packaging will start to roll out in Wilkinsons and Asda from March 2014.

This is the first packaging design project that The Market Creative has undertaken for Holt Lloyd International since it was appointed last year.

This was posted in Bdaily's Members' News section by The Market Creative .