{"id":10996,"date":"2021-05-12T13:29:10","date_gmt":"2021-05-12T11:29:10","guid":{"rendered":"https:\/\/cba-design.com\/france\/?post_type=projets&p=10996"},"modified":"2021-10-25T14:53:02","modified_gmt":"2021-10-25T12:53:02","slug":"total-lubricants","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/france\/en\/projects\/total-lubricants\/","title":{"rendered":"Total Lubricants, Our vision of performance"},"content":{"rendered":"\t\t
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\/ background<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Total’s lubricants line is a product line of motor oils and other lubricants known for their performance, quality and optimum reliability.<\/p>

Total<\/a>\u00a0asked 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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Total_lubricants\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The goal ? A tailor-made and original visual identity that will live on in specialized departments for the next 5 to 10 years.<\/b>
Becoming the first choice in automotive lubricants for customers and consumers around the world was the primary goal of the Total brand.<\/p>

Support from the agency to support this internal launch as well, via the production of communication media & creation of an internal event.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\/ true vision<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A human-centric approach<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A human centric approach to connect the consumers and professionals with the brand.<\/p>

The creative concept \u201cDashboard Experience\u201d<\/strong> is inspired by the digitization of the modern driving experience.<\/p>

The challenge :<\/strong><\/p>

– 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.<\/p>

– Also to support Total in internal communication to present this change.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\/ creative expression<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The \"Dashboard Experience\" by Total<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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\u2019s product-oriented competitors.<\/strong><\/p>

The human centric approach literally plays off the modern driving experience<\/strong> where the driver is constantly informed and reassured by the dashboard. This was the starting point of a proprietary packaging structure<\/strong> that emphasizes the display of information.
To ensure a smooth roll-out on a global scale, a digital tool<\/strong> was created to train sales staff on the evolution of the brand. Consumers were informed via POS communication tools.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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