CASTROL
SUPER CLEAN
Brand Identity
and Packaging Design
Development
An established leader in the automotive products marketplace, Castrol sought diversification through the acquisition of Super Clean, a successful line of regionally distributed engine cleaners and degreasers. Brand management formulated a comprehensive marketing plan to reposition Super Clean for introduction as a national brand. A key component of Castrol's branding objectives was the development of updated packaging graphics with clear emphasis on the Castrol master brand.
The Johnson Communications Group initiated an extensive creative development study, seeking to position Super Clean for national introduction while maintaining the equity elements of the current packaging. The preferred packaging design concepts were market research tested. Statistics drawn from Super Clean's current distribution network were weighed against the national findings. After completing a thorough analysis of the research data, the Castrol brand management team further refined their packaging development criteria. Johnson Communications applied the revised design standard, effectively developing the preferred packaging solutions. The final packaging design provides strong visual branding, incorporating the Castrol master brand with the purple color coding of the existing packaging, in support of the client's marketing objectives for the national introduction of Super Clean.
The Johnson Communications Group initiated an extensive creative development study, seeking to position Super Clean for national introduction while maintaining the equity elements of the current packaging. The preferred packaging design concepts were market research tested. Statistics drawn from Super Clean's current distribution network were weighed against the national findings. After completing a thorough analysis of the research data, the Castrol brand management team further refined their packaging development criteria. Johnson Communications applied the revised design standard, effectively developing the preferred packaging solutions. The final packaging design provides strong visual branding, incorporating the Castrol master brand with the purple color coding of the existing packaging, in support of the client's marketing objectives for the national introduction of Super Clean.