Leading car care brand Turtle Wax has appointed design consultancy Redshoe Brand Design as its retained strategic partner for Turtle Wax Europe. The role will see Redshoe deliver the largest transformational change the brand has seen in 15 years. Acting as brand guardians Redshoe will be responsible for a total revamp of packaging, design, strategic planning and the creation of a new communication platform and advertising for over 600 products throughout the European portfolio.
The overall objective of the activity will be to reignite the affection for the brand by making it more relevant and in touch with today’s consumers, putting the awesome back into car care whilst acknowledging the great heritage of the brand, which was launched over 70 years ago.
Redshoe, specialists in branding, design, packaging and trends for women, will be utilising a combination of research and unique branding and packaging design insights to investigate the relationship between people and their cars and the way in which the consumer purchases car care products. These insights will be used to inform and guide the rebrand to create a new look and feel that challenges convention and delivers a more emotional and sensorial experience that appeals to both sexes.
Sam Ellison, Director at Redshoe Brand Design, explains their approach to the rebrand, “its important that we build a strategy that cuts through to the real spirit of Turtle Wax so that we can refresh the existing brand values in a way that has resonance and relevance to today’s consumer. We are incredibly excited to work with the US and European teams to help shape the future of the brand. ”
Mark Brickhill, CEO at Turtle Wax adds, “ we recognise that traditionally the car care market is very male orientated and transactional and that Turtle Wax needs to differentiate if it is to continue to thrive as a leading car care brand. We appointed Redshoe as our strategic partner for Europe after successfully completing a number of other projects with the team. We believe that Redshoe, have the skill and expertise needed to inject real warmth and emotion into the brand and we are excited to work with them as we undertake what is probably the most transformational change to the brand in 15 years.”