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Update existing packaging with a new design system that can be applied across a growing range of automotive and lifestyle products. As Champion endeavored to enter new categories such as lighting, batteries, wiper blades and filters, it required a comprehensive package design system that unified the brand. Given that these were new products for Champion, we needed to instantly ignite brand recognition among consumers, technicians and retailers.
Leverage Champion’s 110-year-old storied heritage in motorsports. Take inspiration from the iconic logo and build a design system that can be applied to a growing range of automotive and lifestyle products.
The implementation involved a disciplined approach to exploring the full potential of a finite colorway that included only six colors: black, white, red, kraft, silver and gray. Additionally, we developed a graphic illustration style that is evocative of mid-century engineering renderings. The purpose was to make portrayals of the new products as iconic as the Champion brand itself.
What makes the Champion package design unique is the simple, iconic approach. The automotive aftermarket category is crowded with flashy and garish package design. With this approach, Champion acknowledges that it takes a lot of confidence for a brand to stay true to its roots. At the same time, it evolves the brand aesthetic, creating a look that is at once iconic, contemporary and timeless. And this was important because it enables the brand to be inviting, inspiring, instantly familiar and clearly understood.
The design system has grown to incorporate all media executions and experiential installations. From digital to broadcast to retail, the Champion brand clearly communicates its point of view with this iconic graphic system. This continues to meet our objectives of increasing consumer, retailer and installer interest in the brand. The look makes the undeniable statement that Champion is here to ignite the will to win in everyone and every machine they support.