Michelin Design Principles
The Michelin brand has a powerful image and reputation and when they approached Echo in 2017 they had recently refreshed their global brand guidelines. Although much investment had been made, their packaging remained in disarray due outdated designs and a lack of alignment across their global portfolio.
In order to design a new vision for Michelin, 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 that is being used by Michelin and their global partners to inspire, guide and align all future product and packaging design.