Total’s lubricants line is a product line of motor oils and other lubricants known for their performance, quality and optimum reliability.
Total asked CBA to revamp the visual identity of the lubricants range by working on a strong and transversal style for the packaging and POS material of all product ranges.
The goal ? A tailor-made and original visual identity that will live on in specialized departments for the next 5 to 10 years.
Becoming the first choice in automotive lubricants for customers and consumers around the world was the primary goal of the Total brand.
Support from the agency to support this internal launch as well, via the production of communication media & creation of an internal event.
A human-centric approach
A human centric approach to connect the consumers and professionals with the brand.
The creative concept “Dashboard Experience” is inspired by the digitization of the modern driving experience.
The challenge :
– Create a tailor-made and appropriable visual identity that will emerge on the shelves will become the preferred choice of customers and consumers around the world.
– Also to support Total in internal communication to present this change.
/ creative expression
The "Dashboard Experience" by Total
Starting points were Total Lubricants brand personality and values. After an in-depth analysis of the category, CBA saw the opportunity to create a concept that would break out from Total’s product-oriented competitors.
The human centric approach literally plays off the modern driving experience where the driver is constantly informed and reassured by the dashboard. This was the starting point of a proprietary packaging structure that emphasizes the display of information.
To ensure a smooth roll-out on a global scale, a digital tool was created to train sales staff on the evolution of the brand. Consumers were informed via POS communication tools.
