Castrol, a global leader in lubricants, part of the bp group, unveils its refreshed brand, including an updated look and feel. The brand refresh is aimed at better reflecting its unique positioning in the market and the opportunities it sees in meeting the changing needs of customers.
Castrol is exploring opportunities to provide solutions and services to complement its core lubricants business and provide additional value to customers. The refreshed brand identity is a modern, dynamic, and vibrant design with a focus on core strengths and differentiators. It maintains Castrol’s iconic red, green and white colours and is set to improve brand memorability digitally.
“We are excited to launch our refreshed brand, which represents an exciting chapter for our company,” said Nicola Buck, chief marketing officer of Castrol. “Our refreshed brand identity reflects our commitment to investing in the future and creating new opportunities for growth and success. The worlds of mobility and industry are facing faster-than-ever changes as the world transforms and aims for net zero, and customers want more sustainable solutions. Change is vital for Castrol to thrive. We’re signalling to the world that we are set for the future.”
“I believe that refreshing a globally recognised brand is not just about changing its appearance or messaging,” adds Michelle Jou, CEO of Castrol.
“It’s about reinvigorating its essence, and relevance in today’s world. We need to listen to our customers, understand their evolving needs and aspirations, and leverage our core strengths to be a brand that inspires them. A refreshed brand should not be just a cosmetic exercise; in my view it’s a strategic imperative that drives growth, differentiation, and long-term success.”
The brand refresh includes a new sonic identity to enhance the visual look and feel, with music and sound design that evoke feelings of acceleration, forward-momentum and dynamic movement. Castrol believes this will provide a more engaging, memorable, and effective brand experience for their audience.
