Redefining The Brand Of An Oil Major.
Client.
Puma Energy
Sector.
Petroleum Company Switzerland
Project.
Brand Transformation
Deliverables.
Brand Strategy. Brand Guidelines. Global Art Direction. Infographics Icons. Animation. Digital Activation. Corporate Film. Investor Event. Corporate Brochure. Retail Brochure. Aviation Brochure. Bitumen Brochure. Lubricant Brochure. General Managers Toolkit. Fuel Quality Campaign. Office Branding. Forecourt Branding. Photography by: Jonathan Glynn-Smith.
Created.
At MerchantCantos
How do you redefine the brand of a global oil major? By moving the emphasis away from Puma Energy services, and changing the narrative to how Puma Energy empowers customer journeys.
On the back of amazing global growth, Puma Energy brand had become predictable and fragmented across branded features, products and services. To consolidate and keep the brand competitive in this fiercely competitive space, we helped Puma Energy tell more customer driven stories, and re-energise not just its master brand but also its approach to applying the master brand to a very complex portfolio of commercial offerings. And presented a bolder brand statement, more relevant to its wider market. To recast the brand we worked on three fronts: a new global message ‘Fuelling Journeys’, a bold new brand toolkit and more compelling narrative to activate it.
We focused on the customer driven stories, and the journey’s that matter most, and a new brand experience, relevant to the wider target group, to create a stronger emotional connection between Puma Energy and their travellers. But the sun doesn’t always shine, and that’s when Puma Energy step in. We created an identity that doesn’t just hide behind amazing images and dreams. Instead we made it raw, with real people, real stories and in real places – just like the locations, Puma Energy operate in. We partnered with Puma Energy to identify, customer stories, across 12 countries, in 4 regions. Each staring a local customer journey, and location were Puma Energy serve and operate everyday. A brand upgrade in every sense.
The resulting global photoshoot, to Australia, Antigua, Botswana, Ghana, Guatemala, Mexico, Myanmar, Namibia, Pakistan, Singapore, South Africa and Zambia, achieved some truly amazing results.
The main creative concept was all about changing perception and personalising every customer journey was only the start. Together they created a more dynamic and authentic brand, with the possibility to highlight, inspire and amplify the brand promise, to care for every customer journey, while preserving, Puma Energy’s disruptive heritage, in some of the world’s most challenging locations.
The identity brings modernity, a boldness and raw attitude that is anything but regular. A brand that is more than the way it looks. We go beyond the visuals and bring, together all the elements needed to create meaningful and unforgettable brand experiences. More meaningful imagery, more confidently displayed logo, more prominent use of Puma Energy flame red.
The brand extended to office decals, forecourt graphics and a more comprehensive infographic bank of icons; more versatile graphic illustrations, that can effortlessly flex from expressive to subdued, motion to static, digital to print, whilst always looking the same, all presented against a pop-art backdrop and drawing inspiration from the magazine world, helped to re-vitalise the brand.
