Pennzoil Redesign

Pennzoil believed that communication hierarchy was no longer relevant on its conventional oil packaging. Graphics and copy competed with the brand and the “hot” orange color used in the previous design conveyed negative performance attributes to the oil inside.

The primary goal of the redesign was to improve the communication hierarchy. Secondarily, the new design needed to support new brand positioning that Pennzoil Motor Oil invigorates your drive by actively cleansing your engine to keep it responsive. The new design also needed to promote the emotional benefit: You feel you and your car are more alive and ready to go.

Old Design

Final Design

Focus Group Finalist