In recordable disks, a commodity category, Maxell brings a new look that’s exclusive to Wal-Mart by keying on current trends in automobile culture.

A designer series of CD-R disks courts a younger audience of auto enthusiasts. Working with the Bailey Group, Maxell created disks that are imprinted with images representing various wheel designs. The Dubz brand name of CD-R disks plays off the slang word “Dub,” which refers to oversized wheel rims.

Dubz CD-Rs come in a 50-count spindle pack featuring disks imprinted with five different rim designs. Each design highlights a different vibrant color—red, yellow, purple, green, and blue. These designs also allow consumers to organize their music collections into categories by color.

Graphics on the package front accentuate the Maxell parent brand name in red on a white background. The visual hierarchy continues vertically on the package into the easy identification of the product variety and into bold subbranding of the Dubz name in a graffiti typeface that overlays a wheel with a rim.

Maxell also worked with the Bailey Group to create DVD-R Sparklers disks in the DVD category. Sparklers keys off of the reflective, sparking flecks of metal in the disks.

Sparklers come in five colors—red, silver, green, black, and blue—and are distributed in 10-pack cartons. The window-film packaging allows consumers to see the disks inside the carton, between the prominent Maxell branding at the carton top and the Sparklers name, disk type, and color samples illustrated at the bottom of the carton.