Pennzoil is one of America's most prominent oil brands with a rich and respected heritage stretching back 100 years. The task was to build on its existing equities while bringing fresh energy to the brand.
The project involved the creation of an integrated graphic and structural design that rejuvenated the Pennzoil brand while protecting its price premium and improved its range navigation.
Inspired by Pennzoil’s resolute brand essence, the graphics communicate the dynamism and potency of a product that provides a clean rejuvenated engine. Bold metallics form variant differentiating backdrops to a re-engineered brand marque and dominant piston visual.
In addition to achieving the brief, the redesign produced a pack that is not only easier to use, but requires less plastic to manufacture, saving on both cost and planet.