Castrol unveils new brand identity in the Middle East

Following its launch earlier this year, Castrol, a renowned brand in the lubricant industry and a subsidiary of the bp group, has introduced its reimagined brand identity in the Middle East. This transformation is not just aesthetic but is deeply rooted in the company’s commitment to aligning with the dynamic needs of its customers and the industry.

The company is not just stopping at lubricants but is expanding its horizon to include solutions and services that add substantial value to its customers. Castrol has already made strides in the electric vehicle (EV) sector with its advanced EV Fluids—Castrol ON, and is investing USD60 million in a cutting-edge EV battery testing centre in the United Kingdom. Furthermore, Castrol’s ON immersion cooling fluid has received approval from Submer for use in data centres, marking another milestone in the company’s journey.

This brand overhaul is a culmination of an exhaustive brand strategy development, backed by in-depth research and insights from stakeholders and industry connoisseurs. The logo has been revitalised to exude a contemporary, dynamic aura while retaining the iconic red, green, and white colours synonymous with Castrol. This digital-friendly design is aimed at resonating with a broader and diverse customer demographic.

Robert Gerritsen, general manager of Castrol Lubricants in the Middle East, Saudi Arabia, Egypt, and Pakistan, expressed his excitement about this new phase. He emphasised that this rebranding underscores Castrol’s unwavering commitment to innovation and growth, especially in a world rapidly transitioning towards net zero and sustainable solutions.

Jayakumar Natarajan, marketing director, echoed similar sentiments, highlighting that this isn’t just a visual transformation but a strategic move to reposition Castrol as a brand that is attuned to the evolving needs and aspirations of its customers.

Adding a sensory dimension to the brand, Castrol has also introduced a new sonic identity. This auditory element is designed to complement the visual transformation, evoking a sense of speed, progression, and dynamism, enhancing brand recall.