100-year old, family-owned and operated automotive additive and lubricant brand, Howes Lubricator, has held a steadfast commitment to the efficacy of their products, designed for truckers and farmers. The company has become an iconic brand throughout these industries because their products are proven to work when they are most needed – in winter’s harshest freezing temperatures - threatening the mobility of both truckers and farmers.
In 2018, the fourth generation of leadership began the process of passing off the baton to the next generation of family leaders. Acknowledging that the brand could benefit from a jolt of new energy and modernization, the youngest Howes leaders (brother and sister) wanted to project a new look that matched their stellar product line, eluding confidence and reliability. From creating a new logo, tagline and new packaging to creating a new website, tradeshow booth, advertising and photography, Lifetime brought this century-old company into modern times while celebrating the power behind the products throughout the new design, marked by the gentle, yet always reliable, Saint Bernard, as the company’s new mascot.