Turtle Wax Europe has revamped the packaging design and advertising for over 600 products in the biggest re-launch of the brand in 15 years.

Turtle Wax recognised that most car care products were designed for men, yet women counted for 40% of sales. With a desire to make the brand more inclusive they selected Redshoe, with its experience in branding for women, to guide a strategy that would appeal to both genders.

The new look and feel for the brand builds on the established brand equity, leverages the distinctive Turtle Wax green and re-instates the iconic turtle logo at the heart of the design. In addition, the product portfolio has been restructured to simplify the purchasing process through an easy to shop, three-tiered system - Perfect Finish, The Main Line and Essential Range - making it easier for consumers to more intuitively select products based on their needs.

Redshoe has also developed a new communications platform that is targeted, fun and adaptable across Europe in press and online. It includes a new ad campaign, ‘Life gets Mucky’, which reflects Turtle Wax’s belief that cars exist to be driven, enjoyed and to liberate us to make the most of our lives without the need to worry about keeping it clean because Turtle Wax provides the ease and expertise to put the shine back.

Lesley Barratt, marketing director at Turtle Wax, adds: “Such a major overhaul of the Turtle Wax brand in Europe is daunting but exhilarating. Redshoe has been pivotal in helping us put the Turtle brand essence back in the spotlight. The Redshoe team has an innovative way of looking at brands, which has transformed the way we do things and resulted in a more powerful and effective design and communication strategy. The latest design and brand positioning feels intuitive and relevant and we are confident it is going to be a hit with all consumers.”