CHAMPION PACKAGING

We created best-in-class packaging that would allow Champion to win back the faith of auto part retailers, and provide compelling reasons to stock the brand.

THE CHALLENGE

Update existing packaging with a new design system that can be applied across a growing range of automotive and lifestyle products.

THE STRATEGY

Create best-in-class packaging that would allow Champion to win back the faith of auto part retailers, and provide compelling reasons to stock the brand. "There's a Champion in Here" is a celebration of those who have an irrepressible drive to win at life.

OUR SOLUTION

More than 100-years-old, Champion is a brand that has a storied heritage in motorsports. We took inspiration from that legacy in performance automotive culture and created a simple colorway and graphic illustrative style that makes the brand immediately recognizable everywhere it appears. We arrived at a contemporary look for the brand that is at once inviting, inspiring, familiar and clearly understood.

THE RESULTS

The design system has grown to incorporate all media executions and experiential installations. It has also helped Champion gain partner interest, building a bigger retail footprint for the brand. In addition, the campaign has received recognition at major awards shows, garnering a Gold National ADDY and Bronze at the International ANDY Awards.

GALLERY


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