After 34 years without a major packaging update, ACDelco and GM Genuine Parts were due for a transformation. The brand’s OEM credibility was rock solid, but its visual identity hadn’t kept pace with evolving buyer behavior. With over 6,000 SKUs across global markets, the goal wasn’t just modernization—it was relevance. The next generation of buyers—technicians, retail customers, and DIYers—were looking for different information, delivered in smarter, faster ways.
We led the first full-scale global packaging redesign in over three decades—reengineering everything from hierarchy to design language. This wasn’t a facelift. It was a strategic reboot. Labels were optimized for speed, clarity, and education. Visual cues were added to guide next-gen buyers while honoring brand loyalists. The system balanced global consistency with regional flexibility, setting a new standard for what OEM packaging should be.
The trusted OEM choice for pros who need reliability without question.
Built a brand grounded in clarity, confidence, and performance under pressure, and retail sensibility for a new generation of enthusiasts.
Reimagined packaging for speed and usability with intuitive hierarchy and real-world readability for the modern buyer
The new system helped ACDelco and GM Genuine Parts reconnect with today’s buyers—without losing the trust of yesterday’s. Packaging now works harder, faster, and smarter across global channels, empowering customers at every level of the parts-buying journey.
global packaging redesign in 34 years, covering 6,000+ SKUs
Increase in shelf conversion in pilot markets
improvement in unaided brand recall among service technicians
Today’s customers don’t flip boxes—they scan, scroll, and decide fast. We built packaging that moves at the speed of the modern shop.
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