Managing Partner: Chris Nowak
Art Director: Piotr Polus
Creative Director: Błażej Polkowski
Designer: Magda Wołk
Project Type: Produced
Location: Wroclaw, Poland
Packaging Contents: Automotive detailing
Packaging Substrate / Materials: Glass bottles, Plastic bottles, Cardboard boxes
Printing Process: Flexography, Screen printing, Foil stamping
CARPRO was one of the pioneers of automotive detailing products in Europe and the US. Over 10 years, their products have gathered an almost cult following and have been at the very tops of rankings and reviews. Nevertheless, product quality is one thing, while impressions and branding is another. Younger players started excelling in the latter and CARPRO’s position started to diminish. Here’s where the rebranding comes in.
Packaging design was at the core of the process and various labels and boxes were designed across multiple product lines and subbrands. The design language had to be simple enough to allow adaptability to the multitude of formats, while still being distinctive and communicating the creative idea of contrast.
First and foremost, the variety – there are over 80 different products coming in multiple capacities, all of which had to be easily distinguishable on shelves. We had to navigate various printing techniques to adapt the designs to different bottle materials. Also the design system had to express a blend of technicality and elegance.