A legacy brand needed to evolve.
They trusted DSM. We made it happen.
Goodyear Lubricants came to DSM with a challenge: build a full-scale brand extension that honored the strength of a century-old name—without leaning on nostalgia. This wasn’t about looking back. It was about creating something made to move forward.
We developed a complete identity system that stayed rooted in the Goodyear brand while establishing Goodyear Lubricants as a standalone presence in a competitive category. From visual design to verbal tone, from initial concept to final rollout, DSM delivered a brand ready for the future.
Expanding into a new category—with credibility and clarity.
Goodyear entrusted DSM with the launch of their expansion into motor oils, antifreeze, and chemical products. This meant building something new without compromising the trust Goodyear has spent over 100 years earning.
We began by leveraging the brand’s most recognizable assets—its iconic color palette and visual language—and applied them with intention across every touchpoint: packaging, print, digital, and environmental. Clean, modern, and built for performance.
We designed the system to flex—and to scale.
Every product label. Every SKU. Every brochure, sales sheet, and banner. We created a visual architecture that worked across form factors and formats, always aligning with the brand’s core equity.
The Goodyear Lubricants website was designed to support both product education and strategic growth. Built to highlight performance and quality, structured for clarity, and flexible enough to grow with the product line.
From launch to the trade show floor, the brand communicated strength, clarity, and credibility.
DSM built a brand that didn’t just meet the moment—it’s built to endure.
Goodyear (and winged foot design) and Blimp are trademarks of the Goodyear Tire & Rubber Company used under license by US Global Lubricants Inc. Copyright 2020 The Goodyear Tire & Rubber Company.