Rocky Mountain Equipment promotes its latest oil product as dependable. Seemingly obvious enough, this type of branding demonstrates the value of direct-language over innuendo.
The design is relatively simple, with a black background for the container with orange, yellow and red wording that reads, "This is Dependable," followed by the specific product. Much branding these days is done with subtle hints and based on unconscious desires that advertisers tap into. Agency Taxi, responsible for this design, opted for a more obvious aesthetic.
When it comes to oils and fluids for various machinery, one does not want to risk a potential explosion or malfunction, which is why this type of branding works so well here. Consumers want to know if the product works are not, and are not prepared to play guessing games.