Create a packaging system that communicates the virtues of the 'Dependable' brand and it's line of products. For Rocky Mountain Equipment's customers, ensuring their equipment is always up and running is essential to their lively hood and profitability. The 'Dependable' line of products help to maintain the performance of equipment and to help ensure that downtime is kept to a minimum.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
In a category known for overdesigned "flashy" work laced with starbursts, we decided to use simple, straightforward language (including the unconventional device of using actual sentence in the naming structure), a simple colour palate and a bold, graphic, almost utilitarian structure. This was done deliberately to reinforce the core value of dependability that Rocky Mountain Equipment the company possesses within the product itself. After all, dependability doesn't scream from the rooftops. It just does its job the only way it knows how; the right way.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
7 months. Calgary Alberta, and Vancouver British Columbia
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
packaging, package design, industrial, dependable, oil, fluid, pail, jug, manufacturing
The audience for Rocky Mountain Equipment's 'Dependable' brand of motor oils and fluids is the farming and construction industry. Customers are looking for affordable products to help minimize their operational costs, while still maintaining the quality and durability of higher priced name brands. Farmers and construction workers are no bullshit and to the point, the products they use should reflect this.
If there’s one thing Rocky customers can be certain of, it’s uncertainty. From double dip recessions, to all those “Once in a lifetime” storms, there’s a lot that’s beyond the control of the farmers and the construction workforce. When it comes to downed equipment, it’s one more thing they can’t control. That’s why ensuring their equipment is always up and running is essential to their livelyhood and profitability. And that’s why Rocky created The 'Dependable' line of products to maintain the performance of equipment and ensure that downtime is kept to a minimum. Price is a factor but reliability is paramount. This is Dependable strategically reflects the quality of the product while allowing their own label name to have prominence.
TEAM MEMBERS (16) :
Client Rocky Mountain Equipment, Client contact Laird Munro, Creative Director Trent Burton, Creative Director Chris Zawada, Writer Trent Burton, Designer Chris Zawada, Designer Andrew Passas, Photographer Chad Jones, Mac Artist Yumi White, Mac Artist Hayden Wood, Digital Imaging Hayden Wood, Agency Print Producer Leah Fladgate, Agency Print Producer Denise Carefoot, Account Director Ben Tarr, Account Manager Andrea Nacinovich and Agency Planner Jack Dayan
TAXI West, 2012.