The ask.
Create a new branding and naming approach for Chevron’s grease portfolio, streamlining the product lineup and improving customer experience.
The answer.
Chevron Grease. A simple, straightforward approach to the grease line that in time can be executed across the entire portfolio of Chevron products.
A look into competitors’ communication strategy and online experiences informed strategic thinking and communication for the future of the Chevron grease offering.
By developing a scorecard, a week of work on competitors was boiled down to one image on a slide, making things as easy to digest for the client as possible.
My guiding light through the strategic process was developing the consumer persona of Farmer Joe.
While Farmer Joe may not be the dominant consumer of the product, the transition and brand must be simple enough to include him picking up his product in store.
As key communication elements are considered, we also must be aware of the different audiences within the Chevron business.
Communication strategies will be approached differently amongst primary audience and secondary audience.
Manufacturing Purchaser
Construction Company
Do It All Farmer
Retail Chain Owner
Three different design solutions were created both in-store and online.
Product Selector
Transition Sheet
Transition Packaging
