A little insight can lead to a lot of innovation

The brief

Statoil, Scandinavia’s largest petrol and oil products retailer, wanted to completely overhaul their forecourt messaging, part of which was a total redesign of their packaging. The challenge they gave us was to determine how their containers could add value not just through portability and ease of pouring, but looks too.

What we did

From researching the marketplace, what we discovered was that motorists are frustrated with heavy packs that are difficult to pour and ‘glug’ oil over the engine rather than in it. So we came up with a shoulder and handle design which allows air to flow through the handle, equalising the pressure inside and providing a smooth, continuous flow. On top of this, a front-facing handle and strong visual identity for each product in the range made it easier to find the shelf too.

Result

Statoil launched the new packs across 2000 stations resulting in a ten million Krona investment with the added bonus of doubling the container capacity.

Client's Comments

"The new packs have resulted in a ten million Krona investment and a doubling of container capacity. "