Shell

Brief: Provide creative input on label concepts for Shell Rimula and Spirax—exploring a cleaner, clearer direction for small pack formats in the commercial fleet sector.
Role: Creative exploration, visual system development, layout concepts

Working with Shell’s lead creative agency, I was brought in to offer a fresh take on the label design system for Rimulaand Spirax—two key product families in Shell’s Commercial Road Transport portfolio.

This wasn’t about reinventing the wheel—it was about seeing where improvements could be made. My work explored cleaner, more structured layouts with sharper hierarchy, clearer tiering, and iconography to guide users at shelf level.

The brief focused on small pack formats (1–20L) where colour variation isn’t always possible, so everything had to work harder through the label design itself.

Not sure if these directions ever made the cut—but the thinking gave the team new angles to work from and helped push the visual system into more modern, readable territory.