Mumbai-based design intelligence firm EuMo (Eureka Moment) recently announced a major brand repositioning and comprehensive packaging transformation for Relstar, the consumer lubricant brand of Reliance BP Mobility.
The strategic overhaul centers on the launch of a new brand platform, ‘Driven by More.’ This platform is designed to strengthen Relstar’s differentiation in India’s competitive lubricant market. It also aims to build deeper relevance with value-conscious consumers.
The new visual identity and packaging architecture will be rolled out across Relstar’s portfolio of automotive and industrial lubricants, encompassing more than 140 product variants across three price tiers and 13 distinct segments. The platform operates on a critical consumer insight that customers don’t buy features; they buy aspirational versions of themselves.
Shanoo Bhatia, co-founder and creative director at EuMo, told Packaging South Asia that even value-conscious customers are motivated by ambitions and the desire to get more from what matters to them. The ‘Driven by More’ platform serves as the emotional gateway that connects tangible product performance to this aspirational identity.
The platform’s architecture works in two layers. First, it establishes an emotional narrative around drive, passion, and obsession in product engineering. This triggers immediate identity affinity and positions the brand with consumers who refuse to settle.
Second, it grounds this emotion in functional superiority, such as durability, consistency, and performance. This dual-layer approach eliminates the false choice between rational and emotional purchasing. Consumers can feel ambitious and rational about their choice at the same time.
According to her, a primary challenge of the rollout was balancing appeal for value-conscious consumers while maintaining a premium perception of quality across the massive portfolio. She said, “Relstar’s strategy treats price as the access point and the brand platform as the ultimate proof point. By maintaining availability across multiple price tiers, the brand democratizes access without commoditizing its value.
“The consistent articulation of obsessive engineering communicates that premium performance does not demand premium pricing. Consequently, the visual and verbal identity reinforced across every tier becomes a guarantee; a value-conscious consumer at the entry tier gets the same brand assurance as a premium customer, converting price sensitivity into long-term brand loyalty.”
To manage the complexity of 140+ variants, EuMo inverted the traditional design problem by implementing a flexible packaging framework consisting of a stable skeleton and a dynamic layer. By codifying a fixed layout based on how data naturally appears on packaging, they created a stable structural frame that seamlessly accommodates product-specific information.
Where patterns repeated, fixed visual protocols, such as color coding, iconography, and spatial hierarchy, were employed. This scalable system ensures instant brand recognition across all segments while delivering manufacturing simplicity through fewer custom templates, reduced cognitive friction for shoppers, and effortless future scalability.
Bhatia says, “On the retail shelf, the design directly mirrors shopper decision logic rather than abstract design aesthetics. Recognizing that application and price are the primary non-negotiable decision drivers, the packaging utilizes distinct color-coded price bands. This allows shoppers to decode price tiers at a glance and enables efficient merchandising by retailers.”
Additionally, vibrant, high-impact automotive and machinery photography is positioned for maximum retail real estate on the packaging. Set against subtle backgrounds to avoid visual clutter, these recognition cues allow consumers to see themselves using the product, guiding the eye smoothly from the affordability checkpoint (price) to the relevance checkpoint (application) before moving to rational claims.
The visual centerpiece and signature of this transformation is the introduction of a new brand motif called the ‘Arm of Star.’ Rather than inventing an entirely new symbol, the design team utilized visual archaeology, cropping and isolating shapes that already lived inside the legacy logo.
“This star-shaped arm adds energy and works as a psychological mnemonic device for long-term brand recall. Acting like a keyword that makes memory flood back, the motif triggers the broader brand identity in the consumer’s mind with repeated exposure. Furthermore, the upward angle of the device represents growth and forward momentum, aligning perfectly with the core Reliance ethos — growth is life,” she said.
The newly redesigned product lines under the ‘Driven by More’ platform have officially launched and are currently available on the Relstar website as well as select retail points across the Indian market.
