![](https://www.coleyporterbell.com/wp-content/uploads/2024/07/Jammie_Dodger_Cover_Image-873x491.jpg)
![Pennzoil logo on a yellow background](https://www.coleyporterbell.com/wp-content/uploads/2021/09/PENNZOIL_2880x1620px_-1.jpg)
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.
![4 different types of pennzoil oil stored in canisters](https://www.coleyporterbell.com/wp-content/uploads/2021/09/PENNZOIL_2880x1620px_6-1-1320x743.jpg)
![1 full size pennzoil motor oil canister with a smaller one besides it.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/PENNZOIL_2880x1620px_4-1-1320x743.jpg)
![4 Pennzoil motor oil canisters placed on a workbench.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/PENNZOIL_2880x1620px_5-1-1320x743.jpg)