New Brand Identity For Michelin Vehicle Accessories

Ever wondered if it’s possible to recognise a product by its style, look or feel without seeing its logo?

That’s exactly what MLL set out to do in a new study launched with a UK agency who specialise in brand strategy and identity and helping brands translate their values into impactful, on-brand product and packaging designs.

The brief: To create a new brand identity for Michelin vehicle accessories

What do we mean by brand identity: This project will not only look at the integration of the new Michelin brand image (new logo, new Michelin Man and new communications style). It will also go a step further to address the question ‘what should a Michelin vehicle accessory look like?’

The ultimate goal is to bring more brand consistency across our product offer so that over time, consumers recognise them as Michelin products, even if they do not see the logo.

The deliverable:  A new set of product and packaging guidelines that will address additional design elements such as shape, colour, texture, material and patterns.

We believe that the result of this project will help us to take a huge step forward in terms of the perceived image and value of the range.