DRIVE CHANGE The redesign of autozone guides young adults to smoothly transition into their new phase of life. By providing thoughtful and handy products, we help new drivers become more confident and less nervous while driving.
XIAOBIN LI
SUMMER 2015
PACKAGING DESIGN
INSTRUCTURED BY
ANIA BORYSIEWICZ / ANDREW GIBBS 1
DRIVE CHANGE The redesign of autozone guides young adults to smoothly transition into their new phase of life. By providing thoughtful and handy products, we help new drivers become more confident and less nervous while driving.
XIAOBIN LI
SUMMER 2015
PACKAGING DESIGN
INSTRUCTURED BY
ANIA BORYSIEWICZ / ANDREW GIBBS
Š 2015 by Xiaobin Li 510 Fairview Ave, Apt G, Arcadia, CA 91007 626.437.5611 / xli900114@gmail.com Instructed by Ania Borysiewicz, Andrew Gibbs Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book designed and produced by Xiaobin Li Image sources by Xiaobin Li Final photography by Jason Ware Typeface used Frutiger Material used Inkpress Media
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INTRODUCTION
about autozone product line current brand
RESEARCH
car maintenance competitors interviews case studies
BRANDING
mind mapping audience logo design
PACKAGING
wash&wax packaging air filter packaging applicator pads packaging extensions packaging semi final
PRODUCTION
model making process final solution
INTRODUCTION RESEARCH BRANDING PACKAGING PRODUCTION
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AUTOZONE
AutoZone is the nation’s leading retailer and distributor of automotive parts and accessories with more than 5,200 stores across the United States, Mexico, and Brazil. The company is based in Memphis, Tennessee, and it is a Fortune 500 company and with more than $8.1 billion in annual sales.
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Current Product Line AutoZone sells auto and light truck parts, chemicals, and accessories through its stores and website. AutoZone’s automotive diagnostic and repair softwares are sold through ALLDATA.
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CURRENT BRAND
In order to learn more about AutoZone, I visited their stores and analyzed their current packaging and logo design.
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Retail Environment Product categories in AutoZone are reasonably complete. Signatures in the store are clear. Consumers can quickly find the products they need by either browsing through the store or by asking the employees. AutoZone also recycles waste oil bottle at the front door.
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The repetition of diagonal lines communicates speed, yet its execution causes the brand to feel irrelevant to a new generation of customers.
The drop shadow and the strokes make the logo feel out-of-date.
The heavily slanted logotype might have worked in 70’s, but it does not work today.
The lack of contrast in the proportion, color, and shape makes the logo difficult to remember.
Current Logo Analysis When the company was still small and known as AutoShack, the heavily slanted logotype might have worked in the 70’s, because they offered a limited amount of items. However, as the demand grew, the brand had no room to expand.
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Packaging Analysis The typography in their packaging is weak and lacks hierarchy – this makes it difficult to differentiate between the various types of products offered.
WASH & WAX
APPLICATOR PADS
The shape of the bottle is arbitrary. In the package design, the lack of hierarchy makes it difficult to differentiate between the various types of products.
The package of the applicator pads is simple. However, a big issue with the packaging is that once it is opened by the user, the unused pads will easily get dirty.
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AIR FILTERS
WRENCH
The package material of the air filter is a thin paper box, which is very weak and does not present a clean and reliable feeling to the customers.
The package design of the wrench set is a disaster. The wrenches falsely appear to be well organized. Once the package is opened, it is impossible to put the wrenches back in place.
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INTRODUCTION RESEARCH BRANDING PACKAGING PRODUCTION
CAR MAINTENENCE
I love going on road trips and camping with my friends. Every time I prepare a road trip, I send my car to the dealer for maintenance. This time, I decided to do it myself.
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I checked the content of coolant. The translucent container made the coolant easier to read. Then I checked the tire pressures and cleaned the battery. Generally, car maintenances were quick and easy. However, I took a longer time to do the maintenance because I was unfamiliar with the tools.
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COMPETITORS
Although AutoZone is America’s leading retailer and distributor of automotive parts and accessories, the threat from other brands cannot be underestimated. In order to get a better understanding on this industry, I researched on AutoZone’s competitors.
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O’Reilly Automotive is a publicly traded chain of auto parts stores that started with one store in Springfield, Missouri, in 1957. It has since grown to include 4,311 stores in 42 U.S. states. The corporation is headquartered in Springfield.
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The size of O’Reilly store is similar to AutoZone’s store, but it feels more crowed. The design of their signatures lacks hierarchy, which makes them difficult to read. On the other hand, they are doing a good job on classification, which enables customers to find what they need quickly.
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Pep Boys operates 803 stores and approximately 7,000 service bays in 35 states and Puerto Rico. Along with its full-service vehicle maintenance and repair capabilities, the company also serves the commercial auto parts delivery market.
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Compare to AutoZone and O’Reilly, Pepboys’ stores are bigger. They carry more products and provide tire services. Because of their huge store size, signages in the store are hard to read from afar.
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INTERVIEWS
From the research, I found that most of AutoZone’s customers were men between the ages of 40-60. AutoZone needed to expand its market to the younger generation. I believed that figuring out how to build and maintain a tight relationship with young adults was critical to AutoZone’s future. So, I interviewed people between the ages of 2227 to see what they thought about AutoZone.
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“THERE ARE SO MANY CHOICES UNDER ONE CATEGORY. I NEVER KNOW WHICH ONE WORKS FOR MY CAR.”
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Qianjiao Ma What kinds of attributes are required for your car? I love traveling, so I need my car to be really comfortable and have enough space.
Do you know how to take care of your car? Just a little bit, I know how to change the oil, the lights, and the windshield wiper. I even changed the bumper myself.
Why do you repair your car yourself? It can save me a lot of money, but I still go to the body shop for maintenance before I go on road trips.
Why not do it yourself? I don’t know what I need to check. I don’t have the tools either. Although I can rent the tools from a store, I don’t know how to use them properly.
Do you prefer to buy auto parts and accessories online or in store? I would buy small parts in the store, and I would buy big parts online, because it’ll be much cheaper.
What do you think about AutoZone stores? I feel I cannot find what I need easily. The display of products is kind of messy. I don’t know, maybe because I’m not familiar with the categories. There are so many choices under one category. I never know which one works for my car.
Compared to purchasing online, what is the advantage of shopping in store? I can get help from the staffs directly and quickly. The staffs help a lot, especially in emergency situations. Sometimes they can even help me change the parts.
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“EVEN CUSTOMERS GET THE RIGHT PART IN THE STORE, THEY MAY DON’T KNOW HOW TO USE IT.”
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Sai Jiao What is your requirement of your car? Performance and comfort. I am driving a manual transmission car, because it makes me feel like I’m driving.
Have you ever fixed or maintained your car by yourself before? Since I lack the tools, all i can do is change the oil or add some coolant to my car. I tried to change an electronic component for my car before. It was so complicated and I just gave up in the end.
Do you think you know your car well? I don’t think so. I’d like to know when my car needs to be maintained and how to do it. I’m actually interested in souping up my car.
You do it yourself? No, I will go to some professional shop.
What do you think about AutoZone? It is like a big storage. Products inside are messy. I can never find what I want in the store.
What do you think their products? I think they have a complete category in their stores, which is good. On the other hand, it may scare customers. People go to AutoZone because they want to fix their cars themselves. When the customers see so many choices in the store, they’ll lose their confidence if they don’t have enough experience in fixing cars. They don’t know what to do in the store and they may end up buying a part that they think is right, but, then they won’t know how to use it, especially for new drivers.
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“I THINK AUTOZONE CAN PROVIDE SERVICES ON HELPING CUSTOMERS CHANGE PARTS AND FIX CARS.”
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Kevin What is your requirement of your car? Performance and comfort.
When do you go to AutoZone? I go there only in emergency situations.
Have you ever fixed your car yourself? I rarely do that, because I don’t know how to fix it and have no experience. I am afraid I would mess it up. I just do some basic maintenance, such as changing the coolant and air filters.
Where do you buy these supplies? Walmart. If they don’t have what I need, I would go to stores like AutoZone and O’Reilly.
Have you ever bought auto parts online? Why? I did. I think shopping online is safer and more convenient, but sometimes I cannot find the model I need. I have to wait after purchasing, which is not good in some emergency situations.
Would you like to purchase auto parts in AutoZone? I don’t think so, because if I change some parts to aftermarket ones, the warranty of the original ones will cease.
Do you have any special requirements on car maintenance? Yes, because I like drifting, which will consume some rubber parts inside the car quickly. I need to change them frequently.
What kind of service do you want AutoZone to provide? I think they can provide services in helping customers change parts and fix cars.
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CASE STUDIES
Before I rebranded AutoZone, I researched on Nike, Ikea, and AAA to see how they built a successful brand.
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Nike is committed to providing consumers with reliable sports equipment. By working with professional athletes and using cutting edge technology, Nike builds a strong identity among customers. They blur the boundary of ordinary people and professional athletes, and convey a spirit where everyone is portrayed as legendary. In doing so, they stimulate consumer enthusiasm and confidence.
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Nike builds emotional connections with customers by instilling them with heroic visions of athleticism. Nike blurs the boundary of ordinary people and professional athletes. Nike regards themselves as a pioneer, who supports their customers with cutting-edge technology. Nike helps customers build confidence. They build connections with their customers by telling the stories of ordinary people. Nike promises customers a decent result, which encourages them to carry on. 52
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IKEA’s vision is to create a better everyday life for the people. Their business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at low and affordable prices.
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Navigation system in ikea stores is very clear. once inside, you can spend a lot of time browsing without being bothered. Products are classified according to different types of rooms. The detailed displays at the ikea stores make it easy for customers to visualize the functionality of the products. Ikea furniture is relatively easy to assemble and its efficient packaging makes it easy to transport. Customers have access to measuring tapes, pencils, and notepads to jot down information such as the aisle and shelf number. these numbers make it easier to locate ikea’s furniture in the self-serve warehouse. Customers are free to try the products which makes people feel comfortable in making decisions.
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American Automobile Association (AAA), is a federation of motor clubs throughout North America. AAA is a not-for-profit member service organization with 54 million members in the United States and Canada. AAA provides services to its members, including roadside assistance, automobile insurance, and travel assistance. AAA also offers member disctouns through its “Show Your Card & Save� program.
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AAA cooperates with other companies and stores to offer members discount through its “Show Your Cards & Save� program. AAA provides all-round vehicle services, which include 7x24 road assistance and vehicle insurance. AAA offers their members a travel assistance service which includes free travel planning and ticket and hotel discount.
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Their quick response and professional service help build a strong relationship with their customers. By providing thoughtful services such as providing free maps and stickers, they leave a good impression on customers. AAA carries an alternative fuel research program, which aims to help customers cut fuel bills and clean the air.Â
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INTRODUCTION RESEARCH BRANDING PACKAGING PRODUCTION
MIND MAPPING
Using mind mapping to find, visualize and conclude all types of information linked to AutoZone, which may lead to potential concepts on AutoZone’s rebranding.
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CONFIDENT THOUGHTFUL WARM VIRGIN SOLID HANDY
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The redesign of autozone guides young individuals to smoothly transition into their new phase of life. By providing thoughtful and handy products, we help new drivers become more confident and less nervous while driving.
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Building and keeping a tight relationship with younger generations is critical to Autozone’s future development. Autozone should consider how to redesign their existing products and branding in order to expand their maket to younger generations.
AUDIENCE
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LOGO DESIGN
For the logo design, I considered how I could present a confident, solid feeling to the customers. Also, I wanted to reflect the idea of one’s “turning point in life” in the logo.
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Phase One Concepts
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Phase Two Developments
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Phase Three Final Developments
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FINAL LOGO
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After several phases of design and refinement, I reached a final logo. The logo combined an icon and a logotype. The diagonal in the icon reflected the turning point in one’s life and suggested that AutoZone is willing to help young adults smoothly transition into a new stage of their lives. The use of negative space in the icon presented customers a confident and solid feeling. In the logotype design, “a” and “e” used diagonal elements which helped the logo feel consistent, while amplifying the feeling of confidence, change, and secureness.
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LOGO STYLING GUIDE
DIN MEDIUM ALTERNATE
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
The logo has two components – the symbol and logotype that uses the Din Medium typeface. The symbol must be used as part of the logo in all communications. The symbol alone is only used as a favorites icon by AutoZone stores and for corporate sites: Facebook, Twitter, and YouTube. No other use is allowed. We respect the logo by giving it some space. The minimum clear space that must surround the logo is equivalent to the height of its “a”.
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C: 0 M: 27 Y: 100 K: 0
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C: 0 M: 0 Y: 0 K: 100
C: 0 M: 0 Y: 0 K: 100
Minimum size R
On-screen: 70 px Print: 1 inch (25mm)
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INTRODUCTION RESEARCH BRANDING PACKAGING PRODUCTION
WASH & WAX PACKAGING
Regarding the package design on Wash & Wax, I considered on how to use form to present confidence, stability, and thoughtfulness to the customers.
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transparent
gage
sticker ring
gage
paper sticker
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transparent
color for different models
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MOCK-UP TEST
Based on the ideation, I developed mock-up for feasibility test. I focused more on if the form or size of the bottle fit for hands.
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I explored the horizontal forms and separate the handle to make it stand.
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instruction inside
I also developed a vertical form, but I think it was a little bit dated.
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I went back to the horizontal structure and simplified the form.
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When I decided on the form of the package, I initiated the detail design and refinement. I tried various designs on the handles to make the form more concordant.
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GRAPHIC APPLICATIONS
After I decided on the structure of the package, I began the graphic design phase. I wanted the graphic design to amplify the feeling of confidence, stability, and thoughtfulness. I also experimented on different materials, such as cardboard and white and clear polyester films. At last, I chose the final design with the diagonal element.
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After I decided on the graphic design, I initiated the color experiment. I did a lot of print testing on both paper and plastics to make sure that the color matched perfectly. Meanwhile, I developed more handle designs to make the form consistent with the graphic design.
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AIR FILTER PACKAGING
graphic inside
For the package design of the air filter, I chose the cube as the basic form, and I used cardboard and clear polyester film as the main materials. I also widened the edges of the box to make it visually and physically stronger.
small tag for logo
s
die cut
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small tag for logo
sticker
small tag for logo
graphic inside die cut
string
small tag for logo
small tag for logo
string
small tag for logo
string
small tag for logo
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The front wall of the package is made of clear polyester, which enables people to see the air filter through the film. The texture and color of the air filter contribute to the design of the package, which present a pure and fresh feeling. People can see what the air filter looks like without opening the package, which helps keep the air filter clean. Later, I experimented on the proportions and small details with various mock-ups.
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Micro-pore technology provides superior protection for longer engine life
SA6555
1
After deciding on the structure of the package, I worked on the graphic design and was considering how to make the design more thoughtful. At last, I decided to use simple stepby-step illustrations to guide users in changing the air filter.
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AIR FILTER
SA6555
AIR FILTER
Micro-pore technology provides superior protection for longer engine life
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clear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent
clear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and
AIR FILTER
SA6555
clear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent textclear and translucent text
Micro-pore technology provides superior protection for longer engine life
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I kept working on the detail refinements and color experimentations in order to deliver the information more clearly and straightfoward.
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The front of the package is a piece of clear film which enables customer to see the filter without open the package. In this way, the filter can stay clean.
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The step-by-step guidance on the back helps customers change the filter clearly.
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AIR FILTER
I kept working on the detail refinements and color experimentations in order to deliver the information more clear and straightfoward.
A CLEAN AIR FILTER CONTRIBUTE TO YOUR VEHICLE’S EFFICIENCY AND PERFORMANCE
how
1 2 3
MADE IN USA DISTRIBUTED BY: AUTOZONE PARTS,INC. MEMPHIS, TN 38103
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SA6555
instructions at the back
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AIR FILTER
SA6555
micro-pore technology provides superior protection for longer engine life
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AIR FILTER
A CLEAN AIR FILTER CONTRIBUTE TO YOUR VEHICLE’S EFFICIENCY AND PERFORMANCE
how
SA6555
instructions at the back
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AIR FILTER
SA6555
micro-pore technology provides superior protection for longer engine life
to change
1 open the hood and locate the
contaminants that can harm your engine.
according to recommended change intervals.
2 open container and take out the
3 clean container and put the new
MADE IN USA DISTRIBUTED BY: AUTOZONE PARTS,INC. MEMPHIS, TN 38103
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Refine the details on the graphic of the air filter package. This time, I bring the color from the “Wash & Wax� package to the air filter package.
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I also work on the illustration guidance to make is more straightforward, and add color to keep consistence.
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APPLICATOR PADS & WRENCH PACKAGING
For the package design of the applicator pads, I focused more on how to keep the pads clean once the package had been opened. I chose the semi-open structure with a dynamic form after testing various mock-ups.
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APPLICATOR PADS Ideal for applying waxes, polishes and protectants
5 in. diameter
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x6
After deciding on the structure, I began the graphic design phase. I continued to use clear plastic and cardboard as the main materials. I used the diagonal element from the logo design and a bright color to portray a confident and solid feeling to the customers.
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Ideal for applying waxes, polishes and protectants
x4 pieces
COTTON TERRY
APPLICATOR PADS
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Foam centerand terry cloth surface promote nearly any applications.
WASH INSTRUCTIONS machine washing is not recommended. Hand wash in warm soapy water, rince thoroghly with clean water and allow to air dry. R
MADE IN USA DISTRIBUTED BY: AUTOZONE PARTS,INC. MEMPHIS, TN 38103
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CARE INSTRUCITONS clean after each use to release trapped dirt and particles that can cause swirl marks or scratch. Hemmed edges may scratch delicate surfaces.
APPLICATOR PADS
I kept working on the details to make the information more clear and understandable.
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After finishing the package design on all three main items, I initiated the package design on the wrench set. For the wrench package design, I kept the diagonal element in the design for consistency and experimented on different proportions and color.
9/16"
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9/16"
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9/16"
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9/16"
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COMBO WRENCH DROP FORGED FOR STRENGTH AND DURABILITY
PROFESSIONAL GRADE TOOLS 79-104
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DISTRIBUTED BY: AUTOZONE PARTS,INC. MEMPHIS, TN 38103
GUARANTEED FOR LIFE
MADE IN USA
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The package design of these four products were based on geo-shapes. By using the diagonal element and color, the design presented customers a confident and secure feeling. The illustration guide reflected the thoughtfulness and handiness of the designs. The use of clear and white polyester gave people a clean and reliable feeling.
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SEMI–FINAL
PROS The usage of typography is good. The presentation flow is good. The graphic treatments on the different surfaces are great. The different usage of diagonal elements is good. The different materials create a nice contrast.
CONS The black on the poster should better match the black on the package. Some of the logos on the packages should be bigger. Using two different materials for the back of the air filter package will be more costly. The bottom of the liquid package needs to be redesigned. More attention needs to be paid on craftsmanship.
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INTRODUCTION RESEARCH BRANDING PACKAGING PRODUCTION
PRODUCTION
After the design phase, I initiated the production of the final model. It requires time, patience and concentration.
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MODEL MAKING PROCESS
Laser cut all parts on mat board.
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Print graphics on Epson Presentation Paper Matte.
Create the structure of the packages.
Put the graphics on the mat board.
Work on details of the packages.
Make the stands and other accessories.
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The redesign of autozone guides young individuals to smoothly transition into their new phase of life. By providing thoughtful and handy products, we help new drivers become more confident and less nervous while driving.
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THANK YOU XIAOBIN LI xiaobinli.com xli900114@gmail.com 626.437.5611