Shagrir’s success in roadside assistance became its own challenge. The brand became so strongly associated with this service that expanding into other automotive services seemed daunting. This strong association limited the brand’s perceived capabilities in the eyes of consumers.

Strategic analysis revealed that Shagrir has the potential to handle tasks most people would rather avoid, like car maintenance and annual checkups. This insight led to a pivotal brand positioning: “We do the tough work, you relax.” Shagrir positioned itself as the go-to solution for all things automotive, not just emergencies.

The slogan “שגרר ושכח” (Shagrer VeShcach), translating to “send and forget,” cleverly integrates the brand name with a message of ease and reliability, encapsulating Shagrir’s expanded service offerings.

The narrative around Shagrir’s services acknowledges the common frustrations associated with car maintenance and offers a hassle-free solution. By entrusting Shagrir, customers can avoid the inconvenience of regular car care, as the company promises comprehensive service, from maintenance to checkups, with the guarantee of returning the car in prime condition.

The rebranding initiative not only refreshed Shagrir’s visual identity but also introduced a new typographic language focused on ‘problems and solutions.’ This strategic branding enhanced the visibility of the Shagrir logo, reinforcing its image as a versatile solution provider in the automotive sector.