Mumbai, 16 June 2026: Mumbai-based EuMo, a Design Intelligence firm, announces today the launch of its strategic brand repositioning and packaging transformation for Reliance BP Mobility’s consumer lubricant brand Relstar. EuMo led the major brand repositioning of Relstar under the platform “Driven by More,” coupled with a comprehensive packaging redesign.
The new “Driven by More” platform and packaging system is designed to strengthen Relstar’s differentiation in India’s highly competitive lubricant market while building deeper relevance with value-conscious consumers.
The new visual identity and packaging architecture, developed by EuMo (Eureka Moment), will roll out across Relstar’s entire portfolio of automotive and industrial lubricants, spanning more than 140 product variants across three price tiers and 13 segments. The goal is to connect emotionally with value-conscious customers while clearly communicating performance and quality.
The redesign centers on a flexible packaging framework: a stable structural frame that accommodates product information and large-format vehicle imagery to convey application and emotion.
Key features include:
Scalable design system: One coherent layout spans all segments and tiers, ensuring instant brand recognition and easier navigation across more than 140 product variants
Color-coded tiers: Each of the three price categories has a distinct color band, enabling quick self-selection by shoppers and efficient merchandising by retailers
High-impact imagery: Vibrant automotive and machinery photography immediately signals the product’s use, set against subtle backgrounds to avoid visual clutter
Arm of Star device: A new brand motif featuring a dynamic star-shaped “arm” that adds energy and serves as a distinctive recall element across the packaging ecosystem
Shanoo Bhatia, Co-Founder & Creative Director, EuMo, says: “Driven by More is rooted in the belief that even value-conscious customers are motivated by aspirations, ambitions and the desire to get more from what matters to them. Our role was to translate that insight into a brand platform and packaging architecture capable of creating distinction at scale while making the portfolio easier to navigate in a demanding retail environment. The opportunity for Relstar was to build a stronger emotional connection with the people who rely on its products every day and the Arm of Star became a distinctive brand asset that brings that idea to life across the portfolio while creating a memorable and ownable visual signature.”
About EuMo: EuMo is a Design Intelligence firm that helps organizations transform through integrated brand experiences. Founded in 2005 by Shanoo Bhatia and Gary Grewal, the award-winning Mumbai-based studio creates meaningful, memorable and measurable experiences that redefine how brands and businesses engage with people.
Guided by the belief that good design has the power to move the world closer to its ambitions, EuMo’s work goes beyond traditional design disciplines by creating experiences that connect business purpose with human emotion. Through strategic thinking, creativity, and deep research, the firm helps organizations drive transformation and deliver tangible impact.
For nearly two decades, EuMo has collaborated with visionary organizations such as Tata Group, Cyril Amarchand Mangaldas, Manipal University, Piramal Enterprises, Reliance Jio, Mahindra, Tata Motors and the Central Bank of Kuwait, creating brand experiences that transcend form and function to build enduring relationships between people and organizations.
At EuMo, design intelligence transforms insight into action. Every idea, decision and expression is rooted in strategic clarity focused on creating the A-ha! moment and transformation. This philosophy ensures that every design solution serves both people and purpose, making brands more resonant, relatable and relevant.
EuMo believes that people carry experiences with them and shape who they are. Every brand, therefore, has the potential to become part of those lived experiences. Whether it’s an environment, a digital touchpoint or a brand story, EuMo designs for moments of connection that evoke emotion, shift perception and inspire action long after the interaction ends.
For more information, visit: eumo.in
