Dubai, 10 October 2023 – Castrol, a global leader in lubricants, and part of the bp group, has unveiled its refreshed global brand identity in the Middle East. The brand refresh, which happened in March this year in many global markets, is aimed at better aligning the brand with its positioning and the changing needs of customers it is committed to fulfil.
In the 124 year-history of Castrol, this is the most momentous change in identity. The brand has a legacy that goes beyond the role of a manufacturer of lubricants. For a brand that has broken 13 land-speed records, the new identity is evolving beyond lubricants or ‘liquid engineering’. In the new brand equation, there is no tagline but the word ‘forward’ significantly sums up the direction in change it is headed.
Incorporating lessons and inputs from extensive research, analysis, and interaction with stakeholders, customers, and industry experts, the updated logo features a more modern, dynamic, and vibrant design, with a focus on core strengths and differentiators of Castrol. It retains Castrol’s iconic red, green, and white colours, which are strongly associated with the brand, and is more adaptable and digital-friendly.
The brand refresh also includes a new sonic identity. The ‘sound of Castrol’ heard in the musical composition and sign-off was ‘friendly, celebratory, energized, dynamic and evolutionary. Crafted to drive awareness and memorability, It enhances the refreshed visual look and feel, feelings of acceleration, forward-momentum and dynamic movement.
Castrol is exploring brand extension from its core lubricants business to provide additional value in the evolving context. For example, the company already has Castrol ON – a range of advanced EV Fluids including EV Transmission Fluids, EV Thermal Fluids and EV Greases. It is investing around $60 million in a new, state-of-the-art electric vehicle (EV) battery testing centre and analytical laboratory in the UK. Moving towards the ultimate goal of “Net Zero”, the new packaging takes plenty of plastic out of the equation. While this region markets only virgin oil, Castrol is also exploring treating used oils to deliver the same performance as new, although introducing re-refined base oil in the future is not a possibility to be overlooked.
“Our refreshed brand identity reflects our commitment to investing in the future and creating new opportunities for growth and success, says “Robert Gerritsen, General Manager, Castrol Lubricants, Middle East, Kingdom of Saudia Arabia, Egypt & Pakistan.
“Refreshing a globally recognised brand is not just about changing its appearance or messaging,” added Jayakumar Natarajan, Marketing Director, Castrol Lubricants, Middle East, Kingdom of Saudia Arabia, Egypt & Pakistan. “It’s about reinvigorating its essence, and relevance in today’s world… For us, our refreshed brand is a strategic imperative that drives growth, differentiation, and long-term success.”
