How we helped Pennzoil innovate and stand out.
Shell-owned Pennzoil came to us to design their innovative new range. Inspired by brands both inside and outside the category, we developed a set of cues that would spark desire, trust and understanding in all audiences – from DIY to workshop owners. The result was a packaging design that stood out against a wall of sameness as relevant, customized and highly recognizable.
Driving progress through innovation.
The Change
Shell-owned Pennzoil has always been a trusted brand for motorists, known for quality, reliable products. However, they needed to innovate to stay ahead in the competitive motor oil category, and asked us to design a new range of lubricants tailored to different driving situations and engines.
The Opportunity
We needed a standout packaging design that would attract both DIY and Do-It-For-Me oil change customers, as well as independent workshop owners. Along with the client, we developed a compelling design idea: ‘naturally in sync’, to fuel a more emotive identity for the range. We tapped into design cues from both inside and outside the category to trigger the responses we wanted from consumers. Our new design launched online with packaging that stands out against the competition as relevant, customized, and yet highly recognizable.
The Results
Customers love the new products, with over 1200 reviews and a 4.8/5 star rating on Walmart.com, and a 4.5/5 star rating on Amazon.com.
