Champion: Champion Packaging, 4

Credits & Description:

Entrant: Innocean Usa, Huntington Beach
Brand: Champion
Corporate Name of Client: Champion
Agency: INNOCEAN USA, Huntington Beach
Chief Creative Officer: Eric Springer
Creative Director: Chris Halas
Associate Creative Director: Tricia Ting
Art Director: Mike Bryce
Graphic Designers: Jon Ritt/Eric Rindal
Project Manager: Christy Butler
Illustrator: Chris 'Coop' Cooper
Design Director: Marius Gedgaudas
Art & CGI Supervisor: Barb Sanson
Senior CGI Producers: Kristen Miller/Angee Murray
Director/Business Development: Parker Collins
Brand Manager: Alex Romero
Synopsis:
The purpose of this new packaging is to build an iconic colorway and design system that communicates the Champion brand across a range of products. For more than 100 years, Champion has been known for spark plugs, most notably in motorsports. The importance of this work is to re-ignite the brand’s nostalgia with a modernized look. To achieve that, we depict the products with hand drawn, pen & ink illustrations. We also designed a colorway that comprises only six colors: black, white, red, kraft, silver and gray. The brand’s packaging is now striking and recognizable in all contexts: on shelf, in garage, signage, digital and broadcast. This design also provides a singularity of focus, enabling Champion to express its point of view in a crowded category. Technicians, retailers and consumers now have an important choice to make when caring for a machine. Simply service it. Or Champion it.