As the next step of its brand evolution, WIX Filters introduced new global packaging last week during AAPEX 2015 in Las Vegas. According to WIX, the new look and feel is clean and consistent across all products, creating an impactful brand visual. The different filters will be recognized by individual product numbers and subtle nuances, but the rest of the visuals will remain the same, the company noted.

“This is an exciting time at WIX,” said Jennifer Gibson, brand manager for WIX Filters. “To be able to present a strong, unified visual representation of our brand is integral for future success. We love the clean, focused look, and think it will resonate better with our customers.”

Previously, WIX’s packaging offered an array of treatments and formats, making it a bit of a challenge for consumers and distributors, the company explained. The new approach aims to simplify the shopping experience so customers can get exactly what they need more quickly and without any hassle.

“We understand that time is precious and, when you consider point of sale, it’s important to be as clear and concise as possible,” continued Gibson. “No one wants to linger in a store because they can’t find what they need when the options are right in front of them. This new packaging strategy aims to reduce or even eliminate those concerns.”