Target Audience: Premium car buyers 35-55 who were also cyclists. Background; Volvo has always taken safety seriously. They invented the three-point seat belt in 1959 and then opened up the patent so that any car manufacturer could use it. Now they’re giving away a product to take Volvo safety beyond its cars. Volvo needed to draw upon its Swedish design heritage and leverage its safety credentials in an active way that would provide a hook to discerning car buyers to consider Volvo as a premium brand and communicate Volvo’s social purpose through the lens of their human centric product innovations and safety offering.

Business Objective - Justify Volvo’s progressive brand values and premium price point to a new target audience.

Marketing Objective - Is to become a premium brand and communicate Volvo’s social purpose through the lens of their human centric product innovations and safety offering.

Communication Objective - Volvo is the leader in road safety, both in the products it makes and more importantly how it behaves as a brand.

The creative team identified a partnership with Albedo 100 product as a way of using the visibility property of the paint to highlight the cyclist's lack of visibility to other road users. The design team then worked on the can design to create a simple, visual can manifestation that in itself would be highly visible in a store and reflect Volvo/Scandinavian design principles. Working with 6 core London bike shops we honed the design to work in busy bike environment and stand out from the other products competing for shelf space/attention. Testing then with the aerosol manufacturer and label application led us to final versions for the Counter Top Units, that worked within the Volvo brand/design guidelines.