Maxol Lubricants, part of the Maxol Group, has unveiled a new motor oil range for the retail market. The range has been designed to reflect the new look of the Maxol brand and introduces new labels and symbols help motorists choose the correct motor oil. Aids include a label for suitability for petrol or diesel engines, and a list of vehicles for which the oil is recommended.

At the beginning of the year Maxol unveiled a new brand and forecourt brand identity and the new-look motor oil range marks the company’s continued rejuvenation of the brand across the group as a whole, according to Owen O’Neill general manager, Maxol Lubricants.

"We worked closely with brand consultants Neworld Associates to incorporate the aesthetics of the new retail forecourt brand in the motor oil range," he said. "Research showed that consumers were largely confused by technical data on traditional packaging and were averse to buying from forecourts where specialist advice was unavailable. The new packaging is designed to reassure customers that they can purchase Maxol motor oils with confidence at the forecourt.

“We have always been known as the pioneers of the industry and believe that we have again set a new higher standard by being the first to introduce clear and simple labelling as part of our new-look motor oil range. Our primary focus was to make the purchasing process easier for consumers and we feel the non-technical language, new symbols and clever design achieve this. The new look range is starting to be displayed across our network of 225 service stations and will also appear in our appointed motor factors by the end of September. This has been an exciting project and one which we feel will help Maxol to win new customers. It is also important that the Maxol Groups’ new brand identity is adopted across all facets of the business to guarantee consistency for all stakeholders".

The new look Maxol motor oil range will be fully rolled out by the end of 2013.