This text is replaced by the Flash movie.
Murray Brand: Automotive Repair and Care - Product package design


Wishing to develop a good-better-best messaging hierarchy for its line of car care products, Fix-a-Flat hired Murray Brand Communications to perform a product benefits segmentation study and then design new packaging to support its story of category leadership. To meet the client's objectives, Murray Brand employed a classic strategic brand analysis process to understand consumer trends, purchase motivations, unmet needs and demographic segmentation. This was followed by the design of a new packaging layout in which the consumer is presented with a "step-up" proposition that begins with the brand's original car care product and ranges to its most robust "ultra" offering.