When WEG approached us to develop the packaging for primer and varnish for the automotive refinish segment, there was a concern about creating a visual differentiation between the products. Although the product lines were easily distinguishable by their colors, distinguishing the primer from the varnish was nearly impossible, as the cans were identical, and the only identification was through a sticker placed at the bottom. While this was a crucial issue, we were also struck by the fact that the layout lacked any visual appeal related to the automotive segment, such as images, graphic elements, or angles that conveyed movement.
In redesigning the packaging identity, we aimed to make the distinction between the product types more intuitive and efficient. The primers had the background of the artwork matched to the color of the can, while the varnishes were given a colored background. This creative choice was inspired by the automotive refinish process, where the primer 'prepares' the surface to later receive color, gloss, and protection from the paints and varnishes. Additionally, we decided to develop a texture reminiscent of vehicle bodywork, reinforcing the connection to the segment. Applied in the colors of each line and with flowing, curved lines, it gives the packaging a touch of performance and elegance, enhancing WEG’s brand and its products.
