Mumbai-based EuMo, a design intelligence firm, announces the launch of its brand repositioning and packaging transformation for Reliance BP Mobility’s consumer lubricant brand Relstar. EuMo led the major brand repositioning of Relstar under the platform ‘Driven by More,’ coupled with a comprehensive packaging redesign.
The new ‘Driven by More’ platform and packaging system is designed to strengthen Relstar’s differentiation in India’s highly competitive lubricant market while building deeper relevance with value-conscious consumers.
The new visual identity and packaging architecture, developed by EuMo (Eureka Moment), will roll out across Relstar’s entire portfolio of automotive and industrial lubricants, spanning more than 140 product variants across three price tiers and 13 segments. The goal is to connect emotionally with value-conscious customers while clearly communicating performance and quality.
The redesign centers on a flexible packaging framework, a stable structural frame that accommodates product information and large-format vehicle imagery to convey application and emotion.
Key features include:
Scalable design system: One coherent layout spans all segments and tiers, ensuring instant brand recognition and easier navigation across more than 140 product variants
Color-coded tiers: Each of the three price categories has a distinct color band, enabling quick self-selection by shoppers and efficient merchandising by retailers
High-impact imagery: Vibrant automotive and machinery photography immediately signals the product’s use, set against subtle backgrounds to avoid visual clutter
Arm of Star device: A new brand motif featuring a dynamic star-shaped “arm” that adds energy and serves as a distinctive recall element across the packaging ecosystem
Shanoo Bhatia, co-founder and creative director, EuMo, says, “‘Driven by More’ is rooted in the belief that even value-conscious customers are motivated by aspirations, ambitions and the desire to get more from what matters to them. Our role was to translate that insight into a brand platform and packaging architecture capable of creating distinction at scale while making the portfolio easier to navigate in a demanding retail environment. The opportunity for Relstar was to build a stronger emotional connection with the people who rely on its products every day and the Arm of Star became a distinctive brand asset that brings that idea to life across the portfolio while creating a memorable and ownable visual signature.”
