"Servo" is the largest selling engine oil in India. The brand-owner, Indian Oil was facing stiff competition as the top global brands started appearing in India. The company realised that they needed to refresh the brand identity to attract a new generation of consumers. We took on the task and created this new image which revitalized the brand totally. Today, the brand is still no.1 in India. Indian Oil also expanded the export market since the new image was introduced.
All set to win the race
"Rain Dance" packaging was designed to win the highly competitive American market. Bright, cheerful and edgy graphics were used to generate a strong visual attraction. Bright, cheerful and edgy graphics were used to generate a strong visual attraction. The bottles were specially designed, the shapes of which relate to racy and curvy performance cars. Typography was distorted to create the feeling of motion and speed.
Cars want to look good too
The Indian Automobile industry has changed drastically during the last decade. More varieties and more expensive cars started appearing in the streets. The owners have become more conscious about the appearance of their cars. The demand for a premium quality car polish became obvious. The "Motomax" brand and packaging was created to fulfil that demand. The bottle shape and graphics were specially designed to look like a "life-style" product. So that it can be sold at shopping malls, rather than just at gas stations and car-accessory shops.