The automotive cosmetics industry is still facing gender inequal marketing. Global brands target males, so we still see sports car images on the packaging and garage masters (mostly men) or overly sexual women washing cars in advertisements. Even though women drivers outnumber men drivers in plenty of markets.
Leading Lithuanian automotive cosmetics brand Lesta was not an exception, so they challenged us to disrupt stereotypes and create an entirely new look and feel.
We came up with four commitments: the design should be gender-neutral, bold, understandable, and mobile-ready. In other words – to stand out not only on the shelves but on online trading as well.
Firstly, we selected contemporary cylinder bottles. Secondly, we classified products according to their purpose: exterior, interior, screens, wheels, engine, and waxes; then, we linked every group to geometric shapes. Finally, all the products got their catchy name, pop-up color, and printing effect that associatively help to identify and nearly touch their specific function.
Not made for men. Not made for women. Made for cars.
Brand manager: Erika Piečiukaitienė
Design strategy: Edvardas Kavarskas
Art direction: Irmantas Savulionis
Graphic design: Katažina Gladka
Account management: Ramunė Baranauskaitė
Printing manufacturing: PakMarkas
Product photoshoot: PackShot
© étiquette, 2020, Vilnius