A complex range, made easy to shop.

How do you help people find the right product, fast, in a range this big and this technical? We've built the packaging across Chevron's lubricant brands for years and it’s never been simple. The same products sell under different masterbrands, depending on the country – Chevron Delo, Caltex Delo, Texaco Delo, Texaco Ursa – so the system has always had to flex.

When Europe moved to lead with Texaco masterbrand, rather than the product brands, we ran a full packaging review, auditing the regional portfolio against key competitors. The core engine oil ranges worked well on shelf, but the ancillary products – dozens of coolants, greases and gear oils, across different categories and tiers – were branded inconsistently and hard to tell apart, so a customer couldn't easily see what they were looking at or which one they needed. The job wasn't to make them look better, but to make a sprawling, technical range genuinely easy to navigate.

Faced with a mixed product range like this, a shopper needs to find what they need fast, so we built the structure that guides them before anything else. A clear good, better, best hierarchy shows where each product sits in seconds, and within each level every product is distinct enough to stand out rather than blend in. Category, product and benefit line up into clear tiers that customers can follow without effort. And because it's a system rather than a set of one-offs, it holds across every pack size and format, from a small bottle to a bulk drum, and flexes as the range changes, so when the ancillary products moved from the Delo brand to the Texaco umbrella they slotted straight in without starting over.

This is one of many ranges we've shaped across Chevron's Delo, Ursa and Havoline brands, some rolled out under the Texaco, Caltex and Chevron masterbrands across North America, South America and Europe. Whatever the brand or market, we structure each range around how someone chooses, so however broad or technical the portfolio, it stays easy to navigate.