Blue Marlin revamps Shell European car care

A Blue Marlin Brand Design product story

Edited by the Marketingservicestalk editorial team Apr 28, 2008

Shell's European car care range has undergone a redesign to increase its appeal and make it easier for consumers to select the product they're looking for.

Independent international brand consultancy Blue Marlin has created the new packaging design, which dramatically differentiates Shell's range from other brands.

The Shell car care range is one of the largest available - a product for every need - but research showed that consumers could be confused by the sheer breadth of choice.

The aim of the new strategy is to enhance its appeal while making it easier for consumers to navigate through the range.

Blue Marlin was briefed to create a design that communicates the benefits of each product, enhances the range brand values and develop sub-ranges to aid navigation throughout the range of products.

The Shell European car care range is licensed to Carix Group and Carix accessories, which appointed Blue Marlin to the task.

Carix Group Marketing Director Sigurd Jorgensen said: "This is a cluttered category, with little clear differentiation.

"Our challenge to Blue Marlin was to untangle Shell from other brands on the shelf.

"In a category that shouts at consumers, they've come up with a solution that is simple, elegant and understated and helps guide consumers to the product they need".

Blue Marlin has created a contemporary, iconic and engaging design based around the key central image of a road.

This provides a simple visual communication of the different sub-ranges - through shape, colour and texture in the road.

Martin Grimer, Blue Marlin's Executive Creative Director, said: "Rather than category-generic images of cars and car parts, more emotive and abstract imagery is used to communicate the different car areas each sub-range relates to.

"By making the product descriptors more straightforward in presentation, we've made it easier for buyers, and overall more appealing.

"It's been very rewarding to deliver a category-leading design solution".

The new Shell Car Care range will be launched by a phased entry into European markets throughout 2008.