SKF has introduced a new packaging design for its vehicle aftermarket products.
Inspired by the 140th anniversary in 2018 of the founding of Chicago Rawhide (CR), SKF decided to relaunch the CR Seals brand as a pure product brand within the SKF portfolio. Founded in 1878, Chicago Rawhide became a well-known supplier of seals to a variety of industry segments, including automotive, industrial, truck and marine markets. CR was acquired by SKF in 1990 and the brand was eventually retired in 2007. Since then, CR has maintained high brand recognition in the market where many channel partners still use the CR name. The SKF packaging design stays true to the company’s traditional blue colour for bearings and green colour for seals, and incorporates graphic elements that pay tribute to the long company history and SKF’s areas of expertise. The focal point of SKF’s new design is a zoomed-in graphic of its iconic wheel bearing.
“The success of SKF vehicle aftermarket products is rooted in aspects that remain universally important – a commitment to quality, longstanding technological expertise and a true sense of customer service,” said technology development manager, Andre Weyers. “With the continued high brand recognition of Chicago Rawhide, bringing back the brand to recognise the heritage was a natural progression. Our new design highlights these values in a modern and dynamic way and reinforces SKF’s position as the leading brand for aftermarket products within our category.”
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