Champion Auto Parts

A great collaboration with the creative team at Innocean USA, the Champion project began by updating packaging with a new design system that could be applied across a growing range of automotive and lifestyle products.

The objective was to create best-in-class packaging that would allow Champion to win back the faith of auto part retailers, and provide convincing reasons to stock the brand. "There's a Champion in Here" is a celebration of those who have an irrepressible drive to win at life.

At more than 100-years-old, Champion is a brand with legitimate heritage in motorsports. We took inspiration from that legacy in performance automotive culture and created a simple color scheme and a graphic illustration style that makes the brand immediately recognizable. We arrived at a contemporary look for the brand that is rooted in history and dependability.