VALVOLINE MOTOR OIL

PACKAGE REDESIGN | VALVOLINE

Valvoline partnered with LAM Design to revitalize the brand’s consumer motor oil package design system. Before initiating design, LAM developed a segmentation strategy to establish a good, better, best tiering system that optimized product communication across the portfolio. We then created a modern, bold and premium design system that harmonized the lineup, using iconography, color, and simplified copy to clearly differentiate blends and synthetics. Key customers embraced the new packaging for its strong Valvoline branding, shopability and intuitive ‘trade up’ design system.