FRAM

Filtering Out The Confusion

As a leading consumer choice for oil filters, FRAM knows a thing or two about oil changes. Unfortunately, the people up to the challenge of changing their own oil is on the decline, due in part to the typical consumer experience at shelf being overwhelming with a lack of direction. FRAM looked to Kaleidoscope to redesign the brand and overhaul their packaging design to function better at shelf. Conducting a workshop about the future of the FRAM brand and fully immersing ourselves in the consumer experience, we looked to redefine the brand; highlighting key points of difference, identifying archetypes and mentors, and defining the personality and expression of the brand. We then developed a new design system to make things as seamless to consumers as possible. FRAM is now poised to stand out as a modern, easy way to navigate the shelf for DIY oil changers.