Michelin Design Principles
While working as Design Director at Echo, we were approached by the Michelin brand team who had recently refreshed their global brand guidelines. Although much investment had been made, their packaging remained in disarray due to outdated designs and a lack of alignment across their global portfolio. 
The task was to design a new vision for Michelin, that could be brought to life as a detailed Design Manual. This was to be used by their global partners to inspire and align all future product and packaging design. As part of this, we helped develop a set of design principles, brought to life in six concept car designs. These were used to show how Michelin’s core values and brand DNA could be expressed through product and packaging design. 
The final principles and designs were later developed into a 130-page Design Manual which were then presented to all global teams. We then organised training sessions to help lead them through the design principles and usage going forward.
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