EXTENDING THE VERSATILE BRAND INTO A DEALERSHIP RETAIL PRODUCT
I led the packaging and brand development for a Versatile-branded oil product introduced for sale through Versatile dealerships. The project extended the Versatile brand beyond agricultural equipment and into a complementary maintenance product, connecting the product directly to the company's equipment ownership experience. The work combined product marketing, packaging design, brand management, content development and compliance, with the objective of creating a product that felt like a natural extension of the Versatile brand.
THE OPPORTUNITY
Versatile equipment manuals recommended specific oil for maintaining equipment performance. This created an opportunity to provide customers with a branded product that reinforced those recommendations while giving dealerships an additional retail product to offer equipment owners. The challenge was to create packaging that would be immediately recognizable as Versatile while also communicating quality, compatibility and the importance of proper equipment maintenance.
PRODUCT & BRAND STRATEGY
I developed the packaging around the idea of the oil being a natural extension of the Versatile ownership experience. Rather than introducing an unrelated retail product, the packaging connected the oil directly to the equipment brand and the recommendations provided to customers through Versatile's product manuals. The messaging reinforced the relationship between using the recommended product and maintaining equipment performance.
PACKAGING & CREATIVE DIRECTION
I led the art direction, concept development and packaging design, creating a rugged visual treatment consistent with the Versatile brand. The label was designed specifically for a black container sourced from an external supplier, requiring the creative treatment to work effectively within the physical limitations of the packaging.
The design followed Versatile's established guidelines for:
• Brand identity
• Typography
• Colour
• Tone of voice
• Product messaging
• Typography
• Colour
• Tone of voice
• Product messaging
COMPLIANCE & MULTILINGUAL PACKAGING
The packaging also required consideration of regulatory and market requirements. I developed the label to support English, French and Spanish messaging while maintaining a clear visual hierarchy and ensuring the required information could be incorporated without compromising the overall design. This required balancing brand presentation with practical packaging and compliance requirements.
RETAIL & CUSTOMER ENGAGEMENT
The product was intended for sale through Versatile dealerships, putting the brand directly in front of existing equipment owners. The packaging therefore served two purposes. It communicated the product itself while reinforcing the broader relationship between Versatile equipment, maintenance and brand loyalty. A clear message on the label encouraged customers to use Versatile oil for their equipment, connecting the complementary product back to the core Versatile brand.
MY ROLE
PRODUCT MARKETING
Developed the positioning for a complementary product aligned with the Versatile equipment ownership experience.
Developed the positioning for a complementary product aligned with the Versatile equipment ownership experience.
PACKAGING DESIGN
Designed the retail label and adapted the creative to the supplied container.
Designed the retail label and adapted the creative to the supplied container.
BRAND MANAGEMENT
Ensured the product remained consistent with the established Versatile brand.
Ensured the product remained consistent with the established Versatile brand.
CONTENT DEVELOPMENT
Developed the product messaging and customer-facing information.
Developed the product messaging and customer-facing information.
COMPLIANCE
Managed the multilingual packaging requirements across English, French and Spanish.
Managed the multilingual packaging requirements across English, French and Spanish.
CREATIVE DIRECTION
Led the visual concept, art direction and final design.
Led the visual concept, art direction and final design.
RETAIL MARKETING
Considered the product's presentation and role within the dealership environment.
Considered the product's presentation and role within the dealership environment.
THE OUTCOME
The project extended the Versatile brand into a complementary dealership retail product, creating another customer touchpoint beyond the company's core equipment range. The branded oil connected equipment maintenance with the Versatile ownership experience while giving dealerships an additional product to offer existing customers.
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