Project Overview

Malco Automotive got it's start as an industrial chemical company in the 1950s. While they still produce some household products today, they have shifted to producing professional-grade car care products that are used in many detailing and body shops today. They are a fourth-generation family-run business that wanted to bring their brand identity into it's next phase while still honoring the company's heritage and legacy that it was built on. This project consisted of a full logo rebrand, packaging rebrand, and a PR launch campaign.

Our Approach

We focused on asking the tough questions first with client/customer interviews, as well as, internal staff interviews to get to the root of where Malco could improve. From there we gathered the data and analyzed how it would shape our overall approach. We took a more mild approach to the logo rebrand to ensure that we honored the brand's history, while still allowing it to take on a new life of it's own. The packaging portion of this project revolved around a modern, sleek approach to capture a newer generation focused on professional-grade car care products.

Our priorities included:

• Bold Visual Identity – A modern take on their brand heritage.

• Sleek Packaging – Packaging that makes you want to try out that new brand you've never heard of because you gravitated towards the packaging design.

• Social Media Launch – Launch graphics that reflected the new modern approach.

Key Challenges & Solutions

Asking the community of customers, distributors and employees for the inside scoop

We went straight to the source to formulate our answers and base our strategy off of.

Balance the old with the new

Honor the brand heritage while shedding new light on what the future of Malco Automotive could look like.

Supporting Projects:

• SEMA Booth Design – Translate the new branding onto the Malco Automotive SEMA booth.

• Apparel – Explore fun new ideas for merch.

• Social & PR Graphics – Carry the new look and feel onto other platforms like media releases and social media.

Agency: Kahn Media