Jiffy Lube International - Shell Lubricants
2008 ReBrand 100 Winners > notable
Industry: Automotive Products/Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Since pioneering the fast oil change in 1979, Jiffy Lube has grown to more than 2,200 stores. Today's changing demographic, coupled with competition from auto dealers and independents has inspired Jiffy Lube to expand its service offering and refresh brand image. Challenge - • Recapture old customers and increase new customers by appealing to a changing demographic. • Build awareness of Jiffy Lube's capabilities beyond oil change. • Change perceptions to align with the operational realities around competency associated with expanded auto services. • Create a consistent and cohesive brand look across a disparate network of buildings, in a cost-effective manner. • Gain consensus and ownership across a large franchisee-based organization. • Freshen up a well-known, but tired brand. Strategy - • Engaged all stakeholders to gain consensus on real and desired image attributes, prioritize customer touchpoints and identify areas for re-image investment dollars. • Created a new symbol and wordmark that retained some visual equity, but improved the visibility and legibility for all applications. • Created a family architectural and sign re-image components capable of being applied to a very architecturally disparate store network to signal change, increase curb appeal and convey the image attributes. • Developed messaging throughout the store to communicate the services beyond oil change. Result - The revitalized Jiffy Lube brand identity and retrofit store design has propelled Jiffy Lube back to its market leadership position and has inspired the franchisees to be proactive participants in the re-image program. Credits: Client: Jiffy Lube International - www.jiffylube.com Luis Scoffone, Roque Baecker, Marcus Duffel, Lisa Carlson, Myron Menk Brand Strategist/Designer: Bedrock - www.bedrockbrands.com Creative Directors: David Takeuchi, Kraig Kessel, Dave Oldman Designers: Lauren Wanski, Yi-Chen Chang, Britt Markussen, Bryce Gibson, Mardis Bagley, Chris Uy Photographer: Doug Salin [back] |
