German lubricant supplier Liqui Moly is presenting the new design for its oil canister labels for the first time at Automechanika, the biggest car accessory trade fair in the world.
The look has been gently modernized. “Labels are the face of the motor oil,” says Peter Baumann, marketing manager at LIqui Moly. “This face now looks fresher but keeps its recognition value.”
Just as magazines and newspapers modernize their layout from time to time, sometimes labels also receive a makeover. The important thing is to find a balance between change and recognition value. Because the most alluring look is useless if regular customers are no longer able to find ‘their’ oil on the shelf.
‘Functionality is right in the foreground of the new design,’ says Baumann. ‘Functionality means that the buyer quickly sees the most important information.’ In oil, that is the viscosity and, of ever increasing importance, the approvals of the car manufacturers. But the eye also plays its part in the purchase decision. The new design looks more plastic and more modern. The brand and its properties are more striking. These properties include a prominently placed ‘Made in Germany’ and the award for ‘most popular lubricant brand’. The ‘Oil change to the no. 1’ tip in the corner also points this out.
‘The new labels are just a small, but not to be underestimated foundation for our success concept,’ says Peter Baumann. ‘The new address to the end user will increase brand recognition and sales.’