In the capacity of a design consultant/intern:
Provided design iterations, prototyping, 3D CAD, technical drawings, and renders.
Client: Chevron Corporation – www.chevron.com
Brand Strategists/Designers: Marks / Webb deVlam, an SGS&co company – www.makemarks.com
Challenge
Chevron was experiencing issues with product satisfaction and market share in the motor oil market segment. We were tasked with redesigning their 5 quart packaging.
Strategy
We first broke down the issues the client was experiencing, refining and synthesizing down to the following root causes:
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Lack of visual differentiation on-shelf
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User dissatisfaction centers around ergonomics
Client's product
Competitive landscape summary
Key Research Takeaways:​
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Single handled design, whether located on top only or side only, make a new full bottle difficult to carry or dispense
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Competing bottles style are largely boxy, visually blend together on shelf
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Users equally dispense with the spout in the two orientations:​
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Spout low - the ergonomic assumption given current handle position​
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Spout high - avoids "glugging" and imprecise pour - technically correct but not ergonomically obvious
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Spout Low​
Spout High​
Our design needed to be ergonomic to pour with high or low spout, and stray away from traditionally boxy angles
Final Design:
Curved, swept form inspired by the brand logo
Double handled, ribbed, and recessed into the bottle
Unique bottle and label silhouette
