Burall Myles to repackage parts

Burall Myles is redesigning the packaging for MG Rover Group parts, which will be rolled out across the UK and Europe from October.

Further work may be added [to the project brief], including the creation of guidelines for implementation of the designs, and artworking the designs themselves, Burall Myles creative director Angela Nixon claims.

The consultancy was handed the £30 000 commission following a three-way strategic pitch against unnamed rivals.

The project presents a major challenge, says Nixon. ‘MG and Rover both have different brand values. Rover is distinctive and engaging while MG is bold and raw. We have to capture both these sets of values within the design,’ she adds.

‘This is not just about creating designs. The packaging also has to take into account environmental considerations,’ she adds.

The project is in its early stages and details about how the consultancy will approach the packaging redesign are unavailable.

Parts in the UK are sold predominantly to the trade, but within Europe parts are used as point-of-sale material in dealerships.