Advance Auto Parts Packaging Challenge: As a Fortune 500 company with 2,400 retail outlets, Advance places a high priority on the look of the products in its stores. Our challenge was to develop product packaging that would fit within Advance’s established brand image, while remaining eye-catching and easy to read. And, it had to be extended to everything from brake fluid containers to windshield wiper boxes. Solution: After carefully researching the packaging of similar products, we got to work. “Advance Auto Red” was used prominently, in part to reinforce the brand and in part to increase visibility on the shelves. We purposely gave the design an “upscale generic” feel that let shoppers know they were buying quality but left room for a future line of high-end products. Once our design was approved, we created a detailed graphic standards document that gave Advance’s in-house designers specific measurements and other information so they could take it from there.