Rosneft Motoring Lubricants

Webb Scarlett deVlam have recently added to their growing portfolio of motor oil packaging design by creating a new range of bottles for Rosneft, the state owned Russian Oil Company.

Rosneft selected Webb Scarlett deVlam because of their experience in the motor oil category and the domestic Russian market, after acquiring facilities to produce and launch a new motor oil brand.

The first task was to identify the equities in the corporate brand that could be harnessed to create a new lubricants brand that resonated with Rosneft loyalists and appealed to the general Russian lubricants consumers.  The values that were felt to represent the brand included reliability, honesty and being trustworthy.

These equities then suggested the positioning of the brand in the current market and allowed Webb Scarlett deVlam to build a strategy around where Rosneft want to take the brand in the future. A stage of ergonomic refinement was then executed that considered pouring and handling to ensure ease of use on a cold Russian morning.

The new designs evoke a strong, masculine, protective feel that reflects the toughness of the brand.  Webb Scarlett deVlam used part of the Rosneft corporate logo which represents an oil drill, as a 3 dimensional feature on the base of the bottle.

This feature resembles a protective rubber exo-skeleton creating a chunky feel and the handle hints towards oil drilling machinery. The cap also uses the corporate logo feature as a grip detail to assist in opening. Overall this helps to communicate the reliability and trust of the brand.

The design process involved consumer profiling, segmentation, creative concepts, hollow prototypes and CAD specification. The manufacturing and supply chain were a key consideration from the start of the project including logistics, bottle blowing, capping and filling requirements to ensure an efficient process.

The design now adds to the portfolio of motor oil packaging created by Webb Scarlett deVlam.  Other successful brands include Lukoil in the Russian market and internationally Shell and Mobil 1.

Popsop.com
20 November 2008
Tags: automobiles