GS Caltex’s lubricant brand, Kixx, has recently undergone a brand renewal including updates to its product system and package design. 

The overhaul, centered on automotive lubricants, aims to simplify the product for easier customer understanding and selection while reflecting the renewed brand identity and reinforcing overall brand consistency. 

▶ Learn more about Kixx’s brand renewal in detail  

This guide provides a detailed introduction to Kixx’s new product lineup and package design. 

 

Kixx’s Revamped Product System : Simplified and More Intuitive 

As part of its recent renewal, Kixx has redesigned its product system for both passenger car and commercial vehicle engine oils. To enhance customer understanding and make purchasing easier, the previous product system has been revamped to be simpler and more intuitive. 

 

1. Integrated and Simplified Category System 

• Product types that were previously divided into four or more categories have been simplified and integrated under a single category name: “GX” for passenger car engine oils, “MX” for motorcycle engine oils, and “DX” for commercial vehicle engine oils. 

• A new flagship line of passenger car engine oils has been launched to showcase Kixx’s advanced technology and to highlight its premium product range designed to meet evolving trends in the lubricants industry. This flagship line includes PAO, BIO, and HYBRID. 

 

2. Introduction of a Unified Tier System  

• The previous grading system, which varied by product type, has been standardized into three tiers—9, 7, and 5—making it easier to compare performance across all product lines. 

• One exception to the tier grading system is Kixx PAO 100 (formerly Kixx PAO1), which was named to more clearly and intuitively indicate that the engine oil is 100% PAO-based. 

 

3. Addition of Subdivision Information for Consumer Benefit 

• Information on vehicle type and product features (such as Euro, Diesel, LPG) has been added to the product names to enhance customer convenience during product selection. 

 

Kixx’s New Package Design : Enhanced Brand Identity and Information Delivery 

Kixx has introduced a new product package design reflecting its renewed brand logo and visual identity. The new designs enhance the visual aesthetics and deliver information more clearly, making the product features immediately recognizable while reinforcing a consistent brand image.

 

1. Label Design Renewal   

• Graphic colors have been unified by product line: yellow for the standard passenger car engine oils (GX), green for commercial vehicle engine oils (DX), purple for hydraulic fluids, and more. 

• Information areas have been clarified and redundant content streamlined to strengthen readability and information delivery. 

• A radial pattern graphic conveying Kixx’s dynamic image and futuristic vision has been applied to visually express the brand’s advanced technology and innovative spirit. 

• The signature diagonal line graphic has been retained to minimize customer confusion.  

 

2. Container Design Renewal   

• The container designs have been updated with a clean and durable look, featuring a more defined, straight-edged silhouette. 

• The practical design has been improved to enhance efficient transportation and storage while prioritizing user convenience. 

 

Through this product system and package design renewal, Kixx aims to meet diverse customer needs, improve the convenience of product selection, and consistently communicate its brand identity.

Under its new slogan, “Lubricating the Future,” Kixx is committed to proactively responding to the evolving market landscape and delivering an enhanced brand experience to its customers.

 

Learn more about Kixx’s new product system and package design in the video below.