Shell Engine Oil
Having developed the brand strategy and reconfigured the architecture for each of Shell’s lubricants brands, bluemarlin redesigned the entire Shell lubricants portfolio, across structure and graphics, to take Shell lubricants to number one in the world.
The relaunch of Shell's Helix (car), Rimula (truck) and Advance (motorcycle) brands was Shell's largest ever design program. The engine lubricant range alone consists of 650 million packs across 30 formats, totaling 4000 SKUs. It was a Goliath effort to give such a vast product portfolio global consistency.
New ergonomic structures, requiring 11% less plastic to manufacture, offer improved handling and anti-glug functionality. The new packs also proved to be extremely cost effective, saving Shell £150 million in the first year alone.