Springetts Designs ‘Car Care’ Range for Astonish
The London Oil Refinery Company’s Astonish brand is relaunching its car care range for the UK and abroad, designed by Springetts Brand Design.
Company bosses felt the Car Care range needed an update to bring it in line with the current masterbrand design and the new designs had to appeal to the range’s car-loving audience.
“Our response to the brief was to create an iconic ‘A’ motive and ‘Astonish Car Care’ logo inspired by luxury car badges and motor racing insignia. We then introduced glossy black packaging to echo the bodywork of expensive cars. Strong, stylish photography mimics the imagery often seen in car advertising,” says Springetts design director, Sue Bicknell.
For the purpose of the imagery, a custom Astonish car was rendered digitally in-house so it could be used in variety of ways – in close up, facing left, facing right etc.
The agency also says product names and descriptors were kept deliberately simple, as the imagery on pack is a vital part of the communication hierarchy.
The language is further described as “straightforward and precise” and roundels are used to pull our key product claims – ‘leaves a streak free shine’, ‘for the ultimate professional finish’, ‘concentrated stain removal system’, for example, among others.
Springetts Brand Design