Champion Oil
Give meaning to a new brand
Brand Building
THE STORY BEHIND THE BRAND
The creation of a new brand from scratch is always an exciting challenge. Rethinking the category and proposing a disruptive visual approach was essential so as to compete in an existing market already saturated with other lubricant brands. The client’s big ambitions for the brand made the challenge all the more motivating.
THE VITAL
LUBRICANT
Starting with a defined strategic positioning, all the visual and graphic elements evolved from the same conceptual platform as the brand’s promise “Vital Lubricant”.
This promise has been interpreted and translated throughout the brand’s visual language, combining classic elements of a brand, like the logo, typography, and graphics but also including pack photography and finally 360° communication.
Photo Direction
Engines's piece of art
Today’s engines are highly sophisticated pieces of art. Wolf Lubricants brings them to life, and provides them with the vital energy they need to enhance performance and endurance.
To visually translate this concept, engine parts were treated like highly detailed pieces of jewellery. The pure, clean, transparent splash of oil is literally like vital fluid that brings them to life. The macroscopic images of oil help to translate the tagline “Vital Lubricant” and visually suggest microscopic cellular life.
Product Litterature
REINVENT THE BRAND BIBLE
Following the complete overhaul of its positioning, Wolf Lubricants needed to communicate the depth, breadth and disruptive qualities of the new brand identity to its partners. The brand book, although a key communication tool, is all too often seen as a list of rules to be followed. However, our version has been designed to become a real “Bible” of the brand: a guide to its strength and values, but at the same time, serving as a reference tool for its use and applications.
Designed as a real book with a magazine inspired layout, the concept of the brand bible – divided into 3 chapters – is to invite the reader into the world of Wolf Lubricants through the art of storytelling. Apart from the classic graphic guidelines and range of product offerings, the book also serves as an invaluable inspiration on how to bring the visual language of the brand to life, and as an invitation tool to our partners.
Designed as a real book with a magazine inspired layout, the concept of the brand bible – divided into 3 chapters – is to invite the reader into the world of Wolf Lubricants through the art of storytelling. Apart from the classic graphic guidelines and range of product offerings, the book also serves as an invaluable inspiration on how to bring the visual language of the brand to life, and as an invitation tool to our partners.
Brand Movie
THE BRAND MOVIE
With the creation of a completely new brand identity, Wolf Oil lubricants wanted to communicate its new brand positioning and values with a film. The film mixes live footage with CGI. All the sequences with liquids and flames were shot in slow motion using the Flex camera system.
Digital Application
exhibition booth
Break the code
to surprise
Automechanika Frankfurt is the world's leading international trade fair brand for the automotive service industry, and therefore an important rendezvous for the Wolf brand. It was the perfect occasion to launch the new branding to the trade and the public.
Here too, the idea was to go against the standard codes of the industry. A large polygonal black structure was erected that was completely white inside. And even though the oil can had been completely redesigned, it was not present physically and was instead portrayed using a “projection mapping”. This both captured the attention of visitors and also communicated the technology values of the rebranded Wolf Oil.
