Heavy Duty vehicles are mission critical—downtime can impact business and risk safety hazards. As a result, professionals are extremely selective in the brands they trust. HD Expert was crafted to provide assurance for fleets through a singular focus on engine coolant technologies. With a range of different formulations matched to specific engines & working conditions, the brand provides detailed technical information to maximize uptime and performance.
One Focus: HD Coolant
HD Expert has one focus: engine coolant formulations for heavy duty vehicles and equipment. Recochem, a leader in global chemical products, selected Flux to craft a new identity, brand name, packaging, website and more. The rebranding goal was to awareness by fleet professionals on the role of proper coolant selection for increasing uptime and performance.
Client
Recochem
Consumer
HD Expert
- Brand Name
- Brand Positioning
- Brand Identity
- Visual Language
- Messaging
- Packaging
- Print Collateral
- Website
- Digital Advertising
Brand Position
Re-Naming & Re-Branding
Turbo Power HD is now HD Expert. The manufacturer’s original product line name was inconsistent with the rebranding goals. Engine coolants are unrelated to turbochargers or horsepower, causing doubt and confusion by professionals when they considered the product. Flux renamed the brand to HD Expert as a straightforward and authentic strategy for improving brand perception. Unlike competitor products that are universal formulations, HD Expert provides a range of products that satisfy the demands of expert fleet professionals and technicians.
Brand Style Guide
Detailed visual specifications provide clarity for packaging, collateral, digital media. Flux delivers documented standards than enable manufacturers to maintain universal appearance across all touch points.
Product Naming & Packaging
Product names were crafted for different formulations to provide a simple reference, and a unique color was selected to reinforce the differences. Each formulation was in both concentrate & ready to use, and sold by the jug, barrel and bulk tank. Flux developed labels for all product that included brand information, technical details and compliance warnings.
Brand Imagery
Photography was created using selected stock images of vehicles, professionals and products to provide branded imagery without the need for a photo shoot. All products were rendered to accelerate market launch prior to production samples, lowering costs and supporting the sales team.
Branded Website
Flux designed and developed a new website HDExpert.com to provide product information, technical support and generate leads. A custom navigation provides easy access to products, with extensive downloads for brochures, safety sheets, warranty info and more. Multiple language translations were implemented by native speakers to ensure accuracy, further supporting the HD Expert mandate for reliability.
Branded Product Collateral System
Flux wrote, designed and produced comprehensive product collateral to support sales and marketing initiatives. Full line brochure and technical white papers provide detailed information and thought leadership in English, French and Spanish to satisfy multilingual audiences.
