Pennzoil
- Pennzoil came to us to create their first new brand in over 100 years, and the accompanying packaging system too, for a massive new line of automotive replacement parts. Primarily for “Quick Change” oil facilities, this new line needed to coexist with — and complement — the existing Pennzoil and Quaker State lubricants. The new system exudes technology and performance, instilling confidence in the “Do It For Me” user base.
- As part of the presentation of solutions, we demonstrated the in-garage organization system that would help users to quickly identify replacement parts. Rather than burden the system with photo- or illustration-based cues, we elevated and simplified the widely used product numbering system, saving time for the experienced mechanics, and saving production costs for the packaging group, too, without sacrificing brand impact.