SNOSKI
RESEARCH - Stakeholder Interviews | Brand & Business Audit | Competitive Analysis | IDENTITY - Packaging
Background
3M is a global household name and one of the world’s largest diversified innovation technology companies. One of its core interests in the Indian marketplace is through its Automotive Division – which launched a unique service center model through the creation and introduction of the 3M Car Care Brand – focussing on professional automotive detailing services.
Challenge
Traditionally the Indian automotive buyer has relied on professional car detailing services at the hands of professional detailers who perform the services for the vehicle owner. 3M Car Care wanted to nurture and expand the car detailing sector in India through the introduction and growth of the Do it Yourself (DIY) segment comprising of products such as automobile shampoos, cleaners, waxes and so forth. For the same, 3M Car Care need packaging design for its range about eight new go to market products.
Action
We conducted an international packaging audit of DIY automotive detailing products including leading brands globally and in India. Armed with relevant insights, we went about designing packaging concepts for the 3M Car Care range starting form bottle and container shapes and styling through label design. Ultimately we created a packaging design style unified by a common denominator, but flexible enough to incorporate a variety of products and SKU’s including the following: Car Wash Shampoo, Dashboard Dresser, Premium Liquid Wax, Cream Wax, Glass Cleaner, Tyre Dresser, AC Cleaning Foam and Microfibre Cloth.
Result
The 3M Car Care DIY range was awarded the “Best Packaging Design” in the automotive category by the Indian Institute of Packaging. Launched successfully, it has since grown into a regular name amongst automotive enthusiasts and car owners. Now that’s what we call a clean sweep!