We developed a modern packaging design for HELLA based on a modular design system that enables consistent adaptation across multiple product lines and more than 3,000 formats.
HELLA GmbH & Co. KGaA:
HELLA is an internationally active automotive supplier with a focus on lighting systems and automotive electronics. The company operates worldwide in technologically demanding market segments and is part of a global automotive supplier group with more than 150,000 employees. HELLA stands for strong engineering expertise, industrial quality, and solutions for future-oriented mobility.
Our services:
Consulting, design strategy, design system development, redesign, scalable packaging design, modular design, adaptable packaging design including visual language and pictograms, packaging guidelines, master data, artwork production.
Products become relevant when they communicate more than mere function. For HELLA, we designed packaging in a way that it is perceived as an identity-defining part of the brand.
Packaging design for horns and fanfares:
Internationally, horns serve far more than a warning function. They are used for greetings, are part of individual vehicle modifications, or are intentionally placed as visible elements within vehicle design. Sound and appearance give a vehicle character and presence. For us, it was therefore essential to present horns and fanfares not as interchangeable spare parts, but as expressive products. The packaging design creates differentiation at the point of sale and makes the product claim and the brand messages visible.
Different vehicle models bring a high variety of spare parts. The packaging design for filters was therefore developed as a scalable system, ensuring branding and structure can be applied consistently across more than 2,000 SKUs.
Packaging design for filters:
Filters are among the most variant-rich product groups in the automotive aftermarket. Different vehicle types, installation situations, and dimensions lead to a high number of SKUs that must be consistently branded internationally.
The goal was not to solve this variety case by case, but to standardize it through a modular system. The new packaging design ensures a consistent brand presence across thousands of SKUs—regardless of format and market.
Within just a few months, the system was applied to more than 2,000 artworks and rolled out into production. The solution reduces complexity in day-to-day operations, increases implementation speed, and ensures consistent brand impact across the entire filter portfolio.
Auxiliary driving lights are selected deliberately and used visibly on the vehicle. Users expect products that function reliably, are high-quality in finish, and integrate visually into the overall appearance of the vehicle.
Packaging design for auxiliary driving lights:
Auxiliary driving lights are deliberate investments and are used visibly on the vehicle. Accordingly, expectations for quality, function, and brand impact are high. For HELLA, we developed a new, consistent design concept that appeals internationally to professional users and private buyers. A reduced, dark base design, a long-distance effective logo placement, a new visual language, and custom-developed pictograms clearly structure the range and strengthen the perception of the premium brand.
The revised communication concept improves shelf navigation, simplifies product selection, and ensures a consistent brand presence across the entire auxiliary driving lights portfolio.
For HELLA Valuefit, we developed a visual positioning that differentiates from the premium brand without losing design quality or perceived brand value.
Packaging design for HELLA Valuefit:
HELLA Valuefit targets users who expect affordable yet reliable technology, clear orientation, and a coherent overall appearance. The packaging design was developed as an independent visual line that communicates quality and value immediately.
It is based on a modular design system that is applied consistently across the entire range. It provides clear structure, high recognizability, and an easy-to-understand brand presence—regardless of product category or application.
In B2B and B2B4C, packaging communicates brand values, supports product selection, and is becoming increasingly important in e-commerce as a visible touchpoint between brand and user.
Packaging design for HELLA wiper blades:
The wiper blade market is highly fragmented, making orientation and differentiation critical for workshops and end customers. The adaptable packaging design was conceived so that relevant information and product benefits are immediately understandable—both on the shelf and online. Clearly functioning branding in hanging and horizontal presentation, a structured color guidance system, and pictograms support quick selection. A newly developed visual language additionally creates a contemporary, high-quality look and feel.
For HELLA, this results in a consistent brand presence that makes comparison easier and strengthens trust in both product and brand.
To establish yourself with new customers and break existing routines, you need clear, reliable communication that makes products quickly understandable at the point of sale and point of use.
Packaging design for HELLA brakes:
Brakes are safety-critical products where trust and clear orientation are essential. The HELLA design system was applied in a way that it also works reliably for brakes and integrates seamlessly into the range. As part of a brand change, transitional blue packaging was created to ensure continuity and clear assignment. A background motif spanning two panels creates spatial depth and supports a high-quality, consistent brand impact.
In the long-standing collaboration with HELLA, numerous additional works have been created, covering different product areas and requirements.
Experience delivers compelling results
Contact: Robert Bućan
The HELLA work samples show what is possible when strategic thinking, design quality, and systematic implementation consistently work together.
If you are responsible for a large product portfolio and are looking for a partner who creates structure, identifies connections, and uses design to generate sustainable impact, we should talk.