Turtle Wax Black

Turtle Wax Black —

Transforming for the modern era.

For more than 75 years, Turtle Wax has been the top quality car care provider of innovative products. They needed to update their premium black auto care line to stand out in today’s market and be more appealing to car enthusiasts.

My objective and challenge through the design process was to visually and strategically support the focus of owning the color black through the use of white. My solution was to create an identity and visual language that was engaging, eye-catching and distinct. Above all, I wanted to make sure it reflected the key benefit of transformation from dull black into rich and lustrous black. I achieved this through the use of powerful iconic branding and imagery.


Branding, Packaging, Web

Agency —