To differentiate Quaker State’s long-lasting motor oil from its competitors, we veered away from the industry’s preference for descriptive marks. To find a simple, but energetic name for this new oil that prevented leaks by keeping seals pliable we took a lot of ideas for a test drive, not stopping until we reached Defy—a name mark that said it all. Defy time. Defy an engine’s wear and tear. Defy corrosion. We were thrilled when the client said the name defied their expectations.Partner: Namebase
Creating marks for highly useful products is always a feel-good experience at River + Wolf. And this motor oil is decidedly useful. When owners need to make their vehicles last, it helps them push back the clock.