Packaging and brand evolution for Australian retail and trade product range.


The Challenge

When creating packaging for this cluttered retail category there were a few things for Sydney design agency, Percept, to consider.

Lubemate is the retail range produced by Macnaught sold in independent retailers. The products are reliable and cost competitive.

The Lubemate name leans on the equity of the Macnaught name and reputation. The task was to establish a new look and feel for the Lubemate range to give the brand a stronger presence in-store.

The Solution

It was important to hero the brand and make product imagery prominent on pack, allowing customers to easily see the product.

We created bold packaging design that emphasises the product. The black allows the brand to stand-out, making for strong shelf blocking.

A solid holding device contains important pack information. Key features assist in the purchasing decision and highlight important technical information.

Dual product name and description were considered as a clear way of showing alternate product options.

The overall packaging design now has a sense of trust and a well established feel.