api and IP have their own product lines that, until the present, have traveled in parallel with separate brands. With the birth of the single IP Gruppo api trademark, the need emerged for a restyling of the entire Lubricant product line, whose objective is to standardize the two trademarks in a single brand and define the new graphic line for all the packages and labels of each product. In fact, the new Lubricant offering will require the replacement of several api and IP products and the introduction of a single product portfolio.

IP offers a broad range of Lubricant products intended for numerous applications that fall within the medium and high bands of the market segment both in terms of performance level and technical specifications. Lubricants are a complementary business to the offering of petroleum products and are marketed through a variety of sales channels.

It requires the creation of a new line of IP Lubricants for distribution throughout the entire IP sales network and outside of it: industry, service garages, specialized stores and large organized distribution. The tender offer in question requires the ideation of the new packaging and the development of the general graphic line of the product labels, broken down by type and size.

The Key focus of the communication will be the new IP brand and its Italianness. Italianness is a cardinal value deeply linked to the origins of the two Italian realities (api and IP), which is, today, expressed in the new IP Gruppo api brand, whose colors are the blue background of IP and three colors of the api Group spark. Italianness must be graphically translated with a reference/symbol that characterizes it, and that can be associated to either the packaging and/or the labels and is associated to the concept of “power” (the performance offered).

The targets are all the users of the Lubricant products:
  ∞ Wholesalers and resellers;
  ∞ Owners of car service shops/garages;
  ∞ Parts dealers;
  ∞ Sales point operators;
  ∞ Car dealers;
  ∞ Car drivers and owners of motorcycles.

The new packaging should stimulate the targets of reference and Prospects (potential customers) to buy the new IP lubricants created from the unification of the two product lines with different qualities and brands.
Products capable of providing quality and reliability (since they are composed of basic minerals and suitably selected synthetics) and providing the engine the maximum protection against wear.

In deciding to purchase IP Lubricants, the targets can perceive the following characteristics linked to the image and performance offered by the product:
  ∞ Quality: guaranteed by the certification that all the products conform to the specifications of the ACEA (European Motor Vehicle Manufacturers Association), under which each lubricant is considered to be in line with the principle of Fuel Economy, which guarantees fuel savings of about 2.5%;
  ∞ Reliability/efficiency: translated as the possibility that IP products have of providing the motor the maximum efficiency under all operating conditions, low consumption and long intervals between oil changes and reduced costs.
Both must be combined with the look & feel of the new packaging and the graphic line.

Below, we list some of the most important adjectives that could best convey the imagined new packaging:
  ∞ in line with the new corporate brand;
  ∞ a reference to the concept of “power” (power in the engine);
  ∞ elegant;
  ∞ handy/practical;
  ∞ new.

The graphic will be applied to all the material contained in Attachment A.
Please note Attachment B, it contains important information for designing packaging that respects production limits.