As part of a retail expansion initiative, I led the art direction, concept development, and packaging design for a new Versatile-branded oil product sold exclusively at dealership locations. My responsibilities spanned from brand identity development to content creation, print media buying, and budget management.
The primary goal of the campaign was to position the new oil product as the preferred choice for Versatile equipment owners, in line with recommendations found in official equipment manuals. Targeting dealership visitors, the product label served as a subtle but powerful reinforcement of brand loyalty and equipment care best practices.
I developed a rugged, brand-aligned label designed for a black container sourced from an external supplier. The packaging met legal compliance standards, including multi-language support (English, French, and Spanish), and followed Versatile’s brand guidelines for tone, colour, and typography. A printed call-to-action on the label advised customers to use only Versatile oil for peak machine performance creating a seamless product and brand connection.
Effectiveness was measured through retail sales tracking and comparative performance against other oil brands sold at the dealership. The packaging design helped solidify customer confidence in a premium, OEM-recommended product, adding a new revenue stream and reinforcing brand equity.
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