The world is accelerating into an electric future. Castrol provides e-vehicle manufacturers with the fluids they need to further progress the development of e-vehicles. WMH&I was asked to created the positioning, name and identity for this range of advanced products.

Progress

CAPTURING CASTROL'S AMBITION TO HELP THE GLOBAL SWITCH TO ELECTRIFICATION

Focusing on the desire to position Castrol as progressing e-mobility, WMH&I created a brand that was forward thinking, bright and future-focused. The 'ON' brand name and logo uses the digital toggle button - swiping from left / off to right / on - as inspiration. In its activated state, it energises illuminated graphics, while the energy lines communicate progress.