Asked to assist in the launch of a new product which saved fuel by utilising vortex generators, thebox were faced with the challenge of understanding the dynamics and engineering of aerodynamics. The system could be attached to a standard vehicle to transform chaotic air drag and ultimately reduce the use of fuel. The science was sound, founded on aero technical vortex theory used by military jet fighters and supported by global research.
The work commenced by conducting a detailed market research focused on consumers’ views on petrol consumption which segued into the development of a strategy which would market the product to the primary and secondary target, which included the development of a brand suitable for the company’s market positioning.
Rather than concentrate on emphasising promises of reduced petrol consumption we decided to contrast the existing technology of reduced drag to make a statement. We wanted to show how drag burnt fuel and how a simple device could reduce drag and as a consequence save unnecessary acceleration thus saving fuel. Our idea was to take a simple solution and project it in a technological manner appropriate to its science.
We created and designed a themed brand including a highly technical and experimental photoshoot to develop the corporate styling. A complex international website, which included eCommerce, stock control, shop and detailed shipping demands, was also designed and developed. thebox developed the innovative product packaging using market and consumer research to drive the project. This included a unique tray combination for different volumes and a creative ‘toaster rack’ system to hold and display each of the VFLUX units. Finally, we initiated the launch plan and implemented all the livery needs.
The Last Word
The product was released to the Australian and American market in July 2012 and attracted interest at a wholesale level in the USA, Europe and Asia.
What We’ve Done
- Strategic Planning
- Name Creation
- Brand Development
- Corporate Style
- Stationery Suite
- Signage Solutions