Scott Shop Towels
Structuring a Product Line to Win in Automotive Retail
Brand Strategy, Brand Identity, Package Design, Merchandising
Scott Shop Towels faced increasing competition as the brand expanded its product line. With a broad portfolio targeting both DIYers and professionals, the challenge was to clearly define product roles and communicate application-specific benefits within the competitive automotive retail channel.
LW built the updated product line around the strength of the existing category-leading Scott Shop Towels packaging, creating a cohesive yet clearly segmented system.
Based on consumer research, LW defined the product line into three clearly differentiated offerings, each built around specific automotive applications to simplify decision-making at shelf.
Clear product descriptors and a structured communication hierarchy reinforced differentiation, while the iconic “Scott” character was leveraged to visually demonstrate each product in use—creating immediate understanding and stronger shelf impact.
