Caltex Havoline Packaging Refresh
Caltex wanted to increase sales by selling their Havoline range of motor oils in retail outlets as well as in their own petrol stations.
We recommended a radical new bottle shape and label range that would attract attention in a more competitive environment.
The new bottle designs used smooth fluid lines to reflect the qualities of the product.
We simplified the information hierarchy on the label range for easy identification of 6 oil products in 4 different container sizes and designed new POS materials.
In research the bottle and label designs received the strongest most positive response of any design work they had ever tested.
The new bottle design was stronger, easier to use and cheaper to manufacture.
Return on investment - Sales increased 23% in the first year. Packaging costs where reduced by 5% (approx $100,000 a year) and consumer packaging preference increased from 1 out of 10 to 9 out of 10.
The new Havoline range won an award for innovative plastic packaging at the Australian National Packaging Awards.