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The Call

Valvoline is a leader in engine maintenance with over 150 years under the hood. But the brand was lagging in the stagnant DIY motor oil category.

Team Valvoline partnered with CBX to bring innovation to the DIY motor oil category that would add material value to the user experience, simplify the shopping experience, and elevate the brand.

What we did

Brand Architecture
Design Strategy
Packaging Design
Structural Design

The Work

User research identified pouring as a primary pain point in the oil changing process. The experience is messy and often wasteful when as much oil ends up on the garage floor as in your engine.

Through an iterative, user-centric design innovation process, the CBX team identified an opportunity to improve the balance of the bottle and the performance of the pour spout. The new packaging design provides a significantly more satisfying oil changing experience with far less mess and waste.

Additionally, we simplified the portfolio architecture and on-pack communication to make it easier for shoppers to find the product they’re looking for.

Related content: The Golden Age Of Packaging.

The Impact

• Named 2018 Product of the Year in the Car Care Category