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‘D’-shaped bottle differentiates custom motor oils

Packaging for Driven Racing Oil’s custom motor oil formulated for race cars and vintage autos gets a makeover with a custom, D-shaped bottle that differentiates it on-shelf.

Pw 130517 Tb Driven Racing Oil New Bottle

Driven Racing Oil of Huntersville, NC, manufactures high-technology lubricants to optimize the engine performance of racing cars, from hot rods to NASCAR and Indy cars, whether driven by professionals or weekend amateur racers. Its products are also used to protect the valuable vintage engines of collectors’ classic cars. Recently the company realized it needed to rev up its packaging to distinguish it from other motor oil products on the retail shelf.

Says owner Lake Speed Jr., “These are custom oils formulated to meet the high demands of specific engines, from hot-running, high-speed racing engines to the engines in one-of-a-kind 70-year-old classic cars.

“Our specialty oils are completely different from the standard motor oils consumers use in their cars, but they are often sitting on the same shelf in an automotive or specialty ‘speed’ shop. We needed distinctive packaging to make them immediately identifiable as Driven products and to leverage our strong reputation.”

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