Turtle Wax, an innovative leader with a storied history of best-selling car care products, engaged Berlin Packaging’s Studio One Eleven to re-package their iconic Super-Hard Shell Paste Wax (SHS). As the design division of one of the US’ largest stocking supplier of packaging components, Studio One Eleven was uniquely positioned to provide a “best-of-both-worlds” mix of branding strategy, structural design, and manufacturing expertise for the Turtle Wax Company.
As a precursor to our strategic design engagement, we conducted an in-depth review of the car care category and paste wax competitive landscape, including consumer data reports, user interviews, retail visits and periodicals, to support our understanding of "automotive culture". Our team unearthed two target user groups we termed "tuner" and "heritage". Since Turtle Wax already has the #1 selling sub-brand "TW ICE" for the tuner camp, we suggested they steer the design of the traditional SHS product more toward the "heritage" group and substantial female consumer segment.
The new look of Super Hard Shell Paste Wax is comprised of 4 custom components. When assembled, the jar, recessed CT lid, applicator sponge and translucent over-cap are reminiscent of the brand’s iconic turtle shell. The die cut label includes a foil-stamped turtle brand mark that connotes the Turtle Wax "Shine."
By replacing the outgoing thermoform overcap with a more durable Polypropylene overcap, we were able to improve strength, stack-ability and storage for the applicator sponge. We engineered a proprietary twist-open, locking mechanism that ensures the package stays neatly sealed, stacked and oriented on shelf¬, all while fitting within the envelope of the outgoing package.
Turtle Wax and Studio One Eleven worked together from concept to commercialization, resulting in a new look for Super Hard Shell Paste Wax that is recognizable, brand appropriate, and functionally improved.
