Havoline
- Chevron’s 100+ year-old Havoline brand is a true American icon. While enjoying a massive loyal following, its value price-point and dated shelf presence failed to live up to its “front of the pack” reputation. Our redesign retains critical equities while introducing a proprietary look and feel of precision engineering and automotive technology. With a new high-spec formula and a $1 price increase, the newly invigorated 50+ SKUs are putting Havoline back in the race, swappin’ paint with the big boys.
- While Chevron management worked on long term plans to reinvigorate its recently purchased Havoline oil brand, it needed some quick fixes. One unaddressed segment was the “fast & furious” import car tuning craze, a $7+ billion parts and event category. Young drivers channel their aspirations for expensive, exotic vehicles into amazing performance and visual upgrades to affordable small cars. Our design is engineered to fuel their passion, evoking the mostly Japanese cars preferred by these young “go & show” drivers.
- With the Daytona 500 as a national stage, Chevron kicked off its Havoline brand’s 100th year. By using a vintage logo, vintage colors on kraft cases, and early racecar imagery, all in the style of the era, we lend authenticity to the viewer’s journey in time. Visually connecting the viewer to the automobile’s Golden Age, we remind them that Havoline has always been there for them, and will continue to be for the next 100 years and beyond.