Champion Design & Branding Champion Packaging, 6 by Innocean USA

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Champion Packaging, 6

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Industry Repair parts
Media Design & Branding
Market United States
Agency Innocean USA
Chief Creative Officer Eric Springer
Associate Creative Director Tricia Ting
Creative Director Chris Halas
Art Director Mike Bryce
Illustrator Chris Coop Cooper
Released November 2016


LIA Awards 2017
Package Design Product Line Bronze Winner

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
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.