Redshield

About: Redshield, is a conceptual sub-brand based off of FRAM Oil Filters. Created for UW-Stout’s DES-410 class, as a challenge to create an identity system. The product itself uses 3 pre-existing FRAM Oil filters, and re-shapes them to fit into this new sub-brand scheme, known as Redshield. Redshield applies new names to each of the filters, along with more simplified packaging imagery to help it stand out.

Solution: Redshield was based off of history, and performance from the start. Using competitive analysis, and modern design trends, Redshield was built around standing out amongst most other automotive packages. FRAM’s current filters, had a showcase of information and layout, that Redshield sought to simplify, and help organize. Redshield filters applied a system of colors, image treatments, iconography, and information schemes, that helped tie them all together in a satisfying way. Ignition represents the basic filter, the start and most common types, (represented here by TG3506.) Torque represents the more heavy duty filters, designed for trucks and equipment, (represented here by XG2.) And Redline represents the highest performance racing filters, designed for endurance and durability, (represented here by HP18.)

Result: Alltogether, Redshield took the complex and noisy packaging of 3 chosen FRAM oil filters, and unified them under one sub-brand, focusing on information layout, naming, minimal imagery, and unified packaging. The three products all link with each other.