Pennzoil - Coley Porter Bell

Designing for the future

Packaging Design

Pennzoil logo on a yellow background

How we helped Pennzoil innovate and stand out

Shell-owned Pennzoil came to us to design their innovative new range. Inspired by brands both inside and outside the category, we developed a set of cues that would spark desire, trust and understanding in all audiences – from DIY to workshop owners. The result was a packaging design that stood out against a wall of sameness as relevant, customized and highly recognizable.

Pennzoil oil canister zoomed in to highlight the pennzoil logo.
Pennzoil - Yellow synthetic motor oil canister displayed beneath the pennzoil logo on a yellow background.