We created a premium look for the specialist range of cleaning products which are primarily for the export market. The design brings to life the fact that Astonish is the pinnacle of cleaning and emphasises the British aspect of the brand.
High performance cleaning
We modernised the Astonish Car Care range, improving brand standout and product navigation by creating an iconic ‘A’ motive and ‘Astonish Car Care’ logo inspired by luxury car badges and motor racing insignia. We then introduced glossy black packaging to echo the bodywork of expensive cars. Strong, stylish photography mimics the imagery often seen in car advertising.
For the purpose of the imagery, a custom Astonish car was rendered digitally in-house so it could be used in variety of ways – in close up, facing left, facing right etc.
The product names and descriptors have been kept deliberately simple - “straightforward and precise”, as the imagery on pack is a vital part of the communication hierarchy.
The “straightforward and precise” language and roundels are used to pull out key product claims – ‘leaves a streak free shine’, ‘for the ultimate professional finish’, ‘concentrated stain removal system’, for example, among others.