Meijer wished to transition its commodity automotive products into and fully developed automotive brand. Brandimage retooled the entire range, providing a new brand name, identity, and design system to enhance the brand’s credibility when compared to national brands and to convey the brand’s key performance attributes.
Brandimage conducted an in-depth, cross-category audit to gain key consumer and competitive insights while simultaneously exploring the semiotics codes that cue performance in the automotive category. Using these findings, we targeted two key consumers: do-it-yourselfers and quick fixers.
Based on the consumer insights, Brandimage developed a proprietary name—AutoQuest—and created an iconic treatment for the brandmark to exhibit pride and performance. The sleek design solution is inspired by advanced automotive styling and performance cues to support the products’ quality attributes. The revitalized AutoQuest brand now expresses that the products are engineered to enhance your car’s performance, appearance, and improve longevity.