Branding • Advertising
Eich Motor Company is a local landmark. Since it opened its doors in 1898, the family-owned business held its own through world wars, the Great Depression, countless leaders, and ground-breaking changes in the auto industry. Now, 120 years later, Eich still prides itself on offering fair, honest, no-commission sales on its two enduring brands: Volkswagen and Mazda. But even a four-generation icon needs a fresh face now and then. So, Eich reached out to us for an updated look and a new way to tell its story.
Eich wanted its brand to better reflect the experience of working with a company who takes a softer approach to car sales. Its team knows buyers don’t want to haggle about the price or play games regarding trade ins. And they certainly don’t want to feel pressured to test drive or buy something they’re not interested in. So we created an updated logo and a campaign that captured its transparent, hassle-free, no-pressure car buying experience.
The new brand replaced Eich’s all-cap logo with a friendlier lower case font to capture its soft-sell personality. The new campaign illustrates Eich’s low-pressure car-buying experience with simple, light-hearted artwork centered around the tagline Love the Experience. The integrated campaign — that includes outdoor and digital advertising, social media, and indoor signage — accelerates the message that Eich isn’t just about making a sale; it’s about creating lifelong relationships between people and their cars … and car owners and their dealership.