High gloss in the fast lane.
With the Original MINI Care Products we succeeded in capturing the uniqueness and presence of the MINI brand onto a simple, very functional, but still outstandingly autonomous packaging for the car care product series. By taking account of the target group and their passion for classically inspired design, our experts worked with the Automotive Chemicals and Marketing Teams at BMW to develop the central theme for the design of the containers and labels: Monte Carlo Rally.
IndustryAutomotive & Mobility
Best of the Best
Winner of the red dot communication design award: Best of the Best and the iF packaging design award in gold.
New shine for the MINI Care Series
The BMW Group’s objective was to redesign, develop and implement a new packaging generation for the MINI Car Care Series. It was particularly important for our customer that the new packaging for the special care products should appeal to customers as well as dealers and also fit the MINI brand’s premium claim.
“The entire concept is from one mould, it tells the Mini racing sport story clearly and distinctively.”
The MINI Trophy as design metaphor
The racing gene was inherited by MINI back in the 1960’s when it won the Monte Carlo Rally. The MINI Trophy is presented as its own brand racing series and has rekindled the motor sport feeling, serving as inspiration for the Original MINI Car Care Products’ new packaging design. Rally stripes and starting numbers inspired us in the label design. With the silver-coloured stripes and a clearly visible number in a white circle we transferred the design metaphor to the new MINI care products. We rounded off the overall concept by using deep black, very shiny PET-bottles combined with aluminium screw tops.
brand shaping products
Our concept is based on the brand values and target groups.
Monte Carlo Rally
Our design metaphor plays with the MINI Racing Heritage creatively.
Classic vision unites brand and target group
Our long experience in designing brand-shaping products came to the fore whilst working with MINI: The orientation towards the brand and target group were decisive factors for the brand-congruent, but still very distinctive design of the new packaging series for car care products and accessories. With the two strategic design tools SimuPro® and Design Style Observation (DSO) we started out by evaluating the MINI brand’s communication and charisma, as well as its values and the target group’s self perception. Based on these results, we then defined the ideal design style with “Classic Vision”. Value-based design inspired our quest for the MINI Heritage, which was heavily influenced by the MINI Trophy Racing Cars in the Monte Carlo Rally.