Designing and engineering a complex global packaging portfolio

Challenge

A complex global redesign of Shell lubricant packaging considering brand appeal, premiumisation, usability, anti-counterfeiting, cost, production optimisation and pack functional performance.

Sector
Disciplines
  • Branding
  • Design
  • Design for Manufacture
  • Engineering

Impact

  • Implemented complex redesign across 7 brands, 10 bottle sizes, 50 production sites, 8,000 SKUs – a US$6Bn business.
  • A compelling design, proven by customer research to improve metrics against existing Shell bottles and competition alike.

Immersion

Global immersion across key markets – such as USA and Russia – in order to translate ‘premium’ cues across the Shell packaging portfolio.

Shell bottle

Shelf impact

Maximising on shelf standout across diverse retail outlets, aligning new 2D branding, optimising bottle footprint and rationalising colour for impact.

Design

Creating a beautifully considered design with honed ergonomics for the perfect pour, supporting a premium brand perception.

Sketch of two shell bottles with yellow details

Engineering

Ensuring compatibility across Shell’s 50 production sites across the globe, optimising material usage for strength, in-use and transit/supply chain.

Find out more?

Contact our Head of Consumer, Elena Massucco.