Shell Helix Ultra Net Zero Carbon


Design: JDO
Location: United Kingdom
Project Type: Produced
Client: Shell
Product Launch Location: United Kingdom
Packaging Contents: Motor oil
Packaging Substrate / Materials: Can

JDO’s creation of a sleek, highly innovative reusable motor oil can for Shell Helix Ultra Net Zero Carbon has been recognised as Best in Class in Packaging Innovation and Sustainable Design at the 2021 PAC Global Leadership Awards. Winners were announced at a virtual awards ceremony on 4th February during PAC’s ONEOF100: Diversity of Thought Summit.

The winning structure was created specifically for Loop, a new zero-waste scheme that aims to reinvent the way consumers consume, connecting the dots between the circular ‘milkman’ models of the past with the convenience of modern-day, single-use packaging. Collaborating with major brands such as Shell, Loop provides a platform that delivers direct to consumer, then manages the process of collecting, cleaning and reusing the packaging up to 100 times.

JDO’s design was developed with Loop’s three key principles in mind: durability, cleanability and life-cycle optimisation. The award-winning agency recognised the opportunity to disrupt the category with a beautiful design that amplifies Shell’s focus on the future, in regard to both style and sustainability. The result is an incredibly resilient, refillable structure that heroes the Shell brand with premium simplicity whilst also illustrating the many possibilities that reusable structures have to elevate brand experience.

“It is a great honour to be a recipient of a PAC 2021 Best in Class Award in sustainability,” comments Paul Drake, Founder and Creative Director at JDO. “Developing design solutions that minimise a brand’s environmental footprint continues to be of critical importance in our industry, to consumers and for the planet. At JDO, we are consistently working to do our part, looking for like-minded partners that are committed to positive change. Like Shell, whom we share this award with, as well as Tom Szaky, Founder and CEO of TerraCycle, the driving force behind the Loop initiative.”

PAC Global Leadership Awards celebrate craftsmanship in packaging design and innovation. Winning work and organisations illustrate packaging design’s positive impact on business performance and brand value whilst prioritising sustainability, highlighting innovation and celebrating collaboration.