Fram
Strengthening a Category Leader Through Bold Simplicity
Package Design, Merchandising
As competition intensified across air and oil filter categories, Fram needed to strengthen its shelf presence to maintain leadership and drive growth in high-performance segments.
LW reinforced Fram’s competitive position by amplifying its iconic orange—creating a brighter, more impactful visual presence that stood out decisively at shelf.
Bold, simplified graphics and a more confident visual systems elevated brand recognition and communicated performance more clearly.
Trilingual packaging was strengthened to expand accessibility across a broader consumer base, while clear messaging encouraged more frequent filter replacement—supporting increased category engagement and sales.
