MEMPHIS, Tenn., Nov. 3, 2025 -- Premium Guard Inc. (PGI), a leading manufacturer and supplier of high-quality automotive filtration products, unveils a comprehensive rebrand of its product line identity-introducing a modernized logo, refreshed color system, and cohesive visual language designed to unify all Premium Guard® products under one bold and contemporary look.
The new identity marks the most significant update in the brand's 25-year history and extends well beyond filtration. It now represents the complete Premium Guard® product ecosystem, including automotive filters for light-duty, heavy-duty, and powersports applications, as well as thermostats, radiator and oil caps, hose clamps, gloves, and other ancillary products.
"This rebrand is about more than just a new look-it's about unifying the Premium Guard® product family and reflecting the forward momentum of our company," said Anan Bishara, CEO & Founder of Premium Guard Inc. (PGI). "While PGI remains the corporate engine behind our innovation, logistics, and private label programs, Premium Guard® stands as the showcase of what our capabilities can deliver: a complete, world-class product ecosystem defined by performance, reliability, and design excellence."
The refreshed Premium Guard® identity will debut at AAPEX 2025 in Las Vegas (Booth A4061), where visitors can experience the updated packaging, product portfolio, and merchandising systems firsthand. Developed as part of PGI's long-term brand strategy, the new Premium Guard® design reflects the company's core values of innovation, agility, reliability, and quality-attributes that have driven nearly three decades of leadership in the automotive aftermarket.
As the flagship brand within PGI's portfolio, Premium Guard® also serves as a showcase for the company's industry-leading private label programs, demonstrating the depth of PGI's engineering, design, and supply chain expertise across product categories and customer segments.
"Premium Guard® has always represented trust and intelligent engineering," Bishara added. "This rebrand reinforces that commitment while underscoring the breadth of our capabilities-from filtration to thermostats and beyond-offering a unified brand experience customers can recognize and rely on."
About Premium Guard Inc. (PGI)
Premium Guard Inc. is a leading developer and supplier of premium automotive filtration solutions serving retail, traditional, quick lube, and e-commerce channels across North America. Beyond its Premium Guard® branded product line, PGI powers many of the industry's most successful private-label programs, delivering turnkey solutions in engineering, product design, packaging, marketing, logistics, and data management. Through relentless innovation, global sourcing excellence, and a customer-first mindset, PGI continues to raise the standard for quality, agility, and value in the automotive aftermarket.
Media Contact: press@premiumguard.com
