Brief: Create an identity design for Castrol’s leading global strategic brands.

Challenge: Castrol identified eight products from their 400+ strong portfolio to hero as strategic power brands. While all sitting under the Castrol masterbrand, they needed an identity to represent their individual product attributes but also one that united them as a family.

Solution: Our identity celebrates each strategic brand’s USP, whether it’s a precision performance lubricant used in global industrial machining or one used in extreme environments, like the Mars Rover. We brought these identities to life using Fluid In Action, a memorable CGI graphic and a visual metaphor for each lubricant’s performance.

This was backed up with technical photography of each product in detail, as well as environmental photography showing the brand in its industrial setting. Logos, tone of voice and a design system allow each strategic brand to be applied in a consistent way, and communicated as a family globally.