US oil brand pumps 5m into revamp

US motor oil brand, Valvoline, is getting a 5m overhaul in an attempt to capture a greater share of the global automotive aftermarket.

The company’s branding and packaging has been re-designed by Libby Perszyk Kathman in Cincinnati. The first redesigned product due to go on shelf is DuraBlend. This will be followed by SynPower and All-Climate next year.

“We made a corporate decision to centralise our brand identity globally because we recognised we were having a big problem trying to control the brand regionally,” says Valvoline president James J O’Brien.

LPK retained the V logo and revamped the structural packaging to improve gripping and pouring. The company, best known for its lubricants, sells its products in more than 100 countries.