Webb Scarlett deVlam has created new lubricants packaging for Lukoil, Russia’s largest oil company. The ambition for the Lukoil brand is to market lubricants that can perform within both the domestic market and potentially also for export. 
Having previously designed packaging for Shell and Mobil 1 ‘ The world’s leading synthetic motor oil’ Webb Scarlett deVlam have all the experience necessary to create brands with global aspirations.

The unique pack designs across 1,4 & 5Litres use dynamic, flowing forms build on the oil droplet brand logo used by Lukoil.  Pack shape emphasises the brand promise of extended performance and technical excellence.

As part of the design and development process WSdV created consumer profiles and a visual language positioned against competitors, particularly the giant foreign import brands like Shell, Mobil and Castrol.

Pack ergonomics looked at easy carrying, opening and pouring to avoid glugging and spillage. The form of the pack and integral handles make it simpler to tip the pack on it’s side for mess free pouring. The unique twin-shot closure creates a new image that clearly differentiates versus competitors. Made from PP, the closure is over-moulded with soft-touch TPE to enhance grip, particularly in cold Russian weather.

Our unique 360º Brand Vision approach considered all development issues from ‘Idea to Aisle’.
Consumer profiling and segmentation, creative concepts, hollow prototypes, consumer validation through to CAD specification.

Logistics, bottle blowing, capping and filling requirements were streamlined to ensure pack performance throughout the entire manufacturing and supply chain.

In-mould-labels include anti-counterfeit and security printed effects to underpin quality credentials. The HDPE packs also include a co-extruded visi-strip for consumer convenience.

Quality manufacturing has been provided by Italian company Ralot.

The result is a packaging identity that performs for consumers, manufacturing, in retail and commercially for Lukoil. The brand can now compete with the best imported brands and having aligned with Audi as a technical partner looks set for major long term success.