en.Wedoany.com Reported - EuMo has initiated a strategic brand repositioning and packaging transformation for Relstar, a lubricant brand under Reliance BP Mobility. The new brand platform, "Driven by More," aims to strengthen Relstar's differentiated positioning in the Indian lubricant market while resonating with value-conscious consumers.
The comprehensive redesign of the visual identity and packaging will cover over 140 variants of automotive and industrial lubricants under Relstar, with products categorized into three price tiers and different market segments. The new packaging framework aims to establish an emotional connection with customers while clearly conveying product performance and quality. Key features of the redesign include: a scalable design system for unified brand identity, color-coded tiers to help consumers easily self-select, high-impact imagery reflecting product usage, and a new brand pattern called "Arm of Star," which adds dynamism and aids brand recall. This comprehensive overhaul is designed to help consumers navigate better and improve retailer shelf display efficiency.
Shanoo Bhatia, Co-founder and Creative Director of EuMo, stated: "'Driven by More' is rooted in the belief that even value-conscious consumers are driven by aspirations, ambitions, and the desire to get more out of what matters to them. Our role was to translate this insight into a brand platform and packaging architecture that can create differentiation at scale while making the product portfolio easier to navigate in demanding retail environments. The opportunity for Relstar is to build a stronger emotional connection with the people who rely on its products every day, and the 'Arm of Star' has become a unique brand asset that embodies this philosophy across the entire portfolio, while creating a memorable and proprietary visual signature."
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