BRAND strategy // new product launch // DESIGN

When auto aftermarket legend STP decided to enter the coolant category for the first time in its 65-year history, Grail was enlisted to lead the charge.  Working with STP’s licensee for the new venture, KOST USA, the nation’s largest manufacturer of white-labeled coolant, Grail led brand strategy and product development to translate the equities of STP’s epic racing heritage to the new product category, new retail channels and new consumers.  We also developed a new design language for the product line, which was then consistently applied across all trade and consumer touch points.