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The entire car care category is a used car lot of brands and cluttered packaging. Beginning with Mothers’ core line, and maximizing their only visual equities, their logo and red bottle, we did a full customization job, while boldly claiming the color of passion in the category. This revved-up line was designed by gear-heads, for gear-heads, with a tool-like purposefulness. The new line spawned many extensions and a host of new product lines, driving triple digit growth.