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, 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 that will complement its core lubricants business and provide additional value to customers. For example, the company already has a range of advanced EV Fluids including EV Transmission Fluids, EV Thermal Fluids and EV Greases – Castrol ON; and has announced plans to invest around $60 million in a new, state-of-the-art electric vehicle (EV) battery testing centre and analytical laboratory in the UK. Castrol’s ON immersion cooling fluid for use in data centres has now been fully approved by Submer for use across their portfolio of products.
The refreshed brand identity is the result of a comprehensive brand strategy process, which included extensive research, analysis, and input from stakeholders, customers, and industry experts. The updated logo features a more modern, dynamic, and vibrant design, with a focus on our 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 iconic red, green, and white colours, which are strongly associated with the brand and is set to improve brand memorability digitally.ج
“We are excited to launch our refreshed brand in the Middle East, which represents an exciting chapter for our company,” said Robert Gerritsen, General Manager, Castrol Lubricants, Middle East, Kingdom of Saudia Arabia, Egypt & Pakistan. “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.”
“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. 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. For us, our refreshed brand is 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 strongly elicits feelings of acceleration, forward-momentum, and dynamic movement. Castrol’s new sonic identity is a powerful future distinctive brand asset that will drive awareness and memorability.
Castrol believes that these changes will provide a more engaging, memorable, and effective brand experience for our audience.