Qualia motor oil packaging: quality inside

In connection with the expansion of its production, Titan Group approached Brandson's specialists to create a brand of motor oil, car chemicals and car care products.

Our specialists studied trends in the automotive products market and identified a key trend: innovations in car manufacturing dictate new requirements for automotive products and also expand the range of car care products. In these conditions, developing the architecture of an integrated brand that offers a diverse range of products for motorists was an entirely logical decision.

Brandson's research team defined the product's target audience in the B2B and B2C segments. We found that at the B2C level, potential consumers are divided into «ordinary users» and «advanced users» in a ratio of 95% to 5%. Interestingly, both categories of buyers are guided by similar characteristics: a Russian brand is expected by default to be cheaper than its foreign counterparts. In addition, the audit revealed a negative consumer perception of «foreign» brands that are in fact manufactured in Russia, which is why Qualia does not hide its domestic origin.

The product's main advantages identified through the research – an in-house laboratory providing full quality control, the possibility of multi-channel distribution, and membership of the private sector, which implies flexibility in tailoring decisions to the client. We also conducted in-depth interviews with both the company's ideologists and market experts and prepared an analytical report, on the basis of which the creative team developed the brand platform.

Remember the brand mission we quoted above? Qualia is the choice for practical buyers guided by a product's functional characteristics. A dynamic, powerful, uncompromising and independent brand guarantees the quality of the automotive products it manufactures; its strength and inner calm help to build consumer trust. Qualia's key values – professionalism, practicality, a clear scientific approach and transparency.

The platform we developed defines the core competencies of the new product's brand. Corporate standards for Qualia were developed based on the identified features of the parent company's approach to communications. The brand platform also includes a description of the communication process, the key touchpoints, the desired consumer perceptions, and the criteria for interacting with the consumer at every stage.

Self-sufficiency, rigour, aesthetics and informativeness formed the basis of the verbal concept. Incidentally, qualia translated from Latin means properties, qualities. The slogans «Centre of Quality» and «The New Centre of Reliability» simultaneously convey information about strict production standards and allow the consumer to rely on the brand.

The elegant typographic solution implemented in the logo speaks of the transparency of the brand's communications and suggests a concern not with external aesthetic attributes but with the inner substance of the products. The bird symbol embodied in the first letter of the logo visually echoes the «tick» – a symbol of confirmed product quality.

Five packaging categories, each corresponding to its own product line, were developed with due regard for the individual characteristics of the form factors. For example, in addition to verbal differentiation by line – Momentum, High Tech, Flux, Jet. Side by side on the shelf, the packs look harmonious and leave no doubt that they belong to a single, consistent brand.

The brand book we developed consists of two parts, illustrating both the brand platform and the main technical standards for using the corporate identity of the Qualia brand.