Simoniz, Bolton, CT, has developed a line of car-care products with a high-performance formulation that creates high gloss on auto surfaces. The company is using packaging to bring branding dimension to the advanced product formulation as a communicator of value and a squeaky clean shine—and to enhance product protection in distribution.
“The design of the packages was critical to the success of the Liquid Diamond rollout,” explains Chuck Tornabene, President of Simoniz Retail Products. “We knew that we could not achieve our retail market goals with any me-too product.”
Marketed under the Liquid Diamond subbrand, the line includes spray car polish, paste car polish, liquid car polish, UV protectant, tire dressing, and a self-drying car wash formula. Vivid yellow containers communicate gloss and value, compared with often darker-color packaging of competing brands.
An angular, faceted design distinguishes the 32-oz motorized spray polish bottle and the paste container lid. The 32-oz bottle’s design includes a motorized push-button sprayer operates with a battery-powered pump. The polyvinyl chloride (PVC) container is design- and blow-molded by Novapak Corp. (www.pvcc.com) in a beveled, faceted shape. Transitions between facets are rounded to ease gripping and prevent “stress risers” caused by sharp transitions that can fracture during shipping and handling.
The 13-oz paste wax comes in a custom-designed, blow-molded PVC container from Novapack. Deep undercuts enable the containers to nest on retail shelves, and the transparent lid repeats the line’s signature faceted design.
According to Simoniz, the paste and liquid spray polish containers are blow-molded on a flexible schedule, as retail demand requires. Rounding out the line, the UV protectant is packaged in a 22-oz angle-ribbed sprayer PET bottle and the self-drying car wash comes in a stock 64-oz handled oblong PVC bottle. Novapak also provides each of these packages.
With design, production, and label assistance from Total Pac (www.totalpac.biz), the pressure-sensitive labels were flexo-printed in seven colors, including four process colors, an extra layer of black, and two special fluorescent colors. The labels were finished with a high-gloss UV coating to “sell the shine” of the products.
With such attention to detail, the Liquid Diamond family brings a distinctive and unified look, and a clear value message, to the auto aftermarket category, which is cluttered with copycat packages.
