Above: Redesign of the premium oil packaging

Client Since: 2003
Client Profile: Golden West Lubricants
Oil & Lubrication Products

Ellis projects: identity redesign • packaging/label design • collateral/brochure design • more

Since 1929, Golden West has been an established brand of motor oil offering consumers almost 50 high quality products for less. Over time, Golden West has added products to it's line on an "as needed" basis. With inconsistent design parameters, Golden West products were in need of a branding makeover. Ellis Graphics was called upon to offer a new direction. Our challenge has been to establish a brand identity which can be effectively applied in 1, 2 and 4-color process printing. We sought to offer a new direction but also maintain the exiting brand equity. These products are meant to appear as the "high end of the low end" — the most appealing products for the price conscious consumer. Products that will compete well on the shelf with more well known national brands.