Castrol refreshed brand identity reflects the changing needs of customers

Castrol, a part of the bp group, has unveils its refreshed brand – which includes an updated look and feel.

The brand refresh is aimed at better reflecting its positioning in the market and the opportunities it sees in meeting the changing needs of customers.

Castrol worked with branding and design agency Landor & Fitch and sonic branding agency MassiveMusic to develop its refreshed brand identity.

As per the company, Castrol is exploring opportunities to provide solutions and services that will complement its core lubricants business and provide additional value to customers.

The refreshed brand identity is the result of a brand strategy process, which included research, analysis, and input from stakeholders, customers, and industry experts. The updated logo features a modern, dynamic, and vibrant design, with a focus on its core strengths and differentiators as Castrol aims to broaden appeal with a more diverse customer base in lubricants, services and solutions.

It maintains Castrol’s red, green and white colours, which are associated with the brand 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,” added 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 also includes a new sonic identity. It has been crafted to enhance the refreshed visual look and feel, with music and sound design that elicits feelings of acceleration, forward-momentum and dynamic movement.

Castrol believes that these changes will provide a more engaging, memorable, and effective brand experience for our audience.

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