The Isopon brand had a core group of loyal followers (car enthusiasts) so our challenge was to develop new packaging that would reposition the brand, updating it and making it salient with a wider group of consumers. Our key objective was to communicate the usage area, key benefits and ease of use to novice consumers who had never undertaken a car repair before.
We segmented the range into Repair, Prime and Protect, making it easier for consumers to navigate and encouraging a system approach. The wire frame car device along with strong colour coding is used across the range to communicate the usage areas of the products. This is also used on the website and other communication materials and has become a strong, recognisable Isopon asset.
“Our new Isopon packs have transformed the range, contemporising it and making it accessible to a whole new target consumer group. The standout is excellent and we’ve had some extremely positive comments from our customers both in the UK and in America. We’re looking forward to welcoming a new generation of younger consumers to our brand.”
Global Brand Director, U-POL