Agency: Williams Murray Hamm
Creative Director: Garrick Hamm
Creative Lead: Chris Ribet
Moving Image: Jason Budgen
Account Director: Bella Thompson
Managing Director: Wybe Magermans
Location: United Kingdom
Project Type: Produced
Client: Castrol
Product Launch Location: Global
Packaging Contents: e-Fluids

Castrol has collaborated with long time branding partner Williams Murray Hamm (WMH), to create the name and identity for a new umbrella brand that will cover its range of e-Fluids for the electric vehicle market. Castrol ON visibly signals the business’s move into electric mobility.

The world is accelerating into an electric future. To further advance the adoption of e-vehicles, they will need to go further, charge faster and last longer. With Castrol ON, the business can provide e-vehicle manufacturers with the advanced e-fluids they need to overcome these challenges.

The business approached WMH over 18 months ago to create the positioning, name and identity for this advanced range of products which are already used by the Jaguar Racing Formula E Team.

Focusing on the desire to position Castrol as pioneers in e-mobility, WMH wanted to create a brand that was forward thinking, bright and futuristic. Positioning Castrol as a business that helps the global switch to electrification, the name ‘ON’ was established as the brand name and created simultaneously with the brand identity which uses the globally familiar digital toggle button – swiping from left/off to right/on – as inspiration.

Easily recognisable, the physical movement is represented on the graphic, as the ‘O’ comes from a colour gradient going from dark blue, through vivid blue to bright fluorescent green communicating its e-mobility credentials.

The silver ‘O’ and ‘N’, at a slight angle shows a brand forever in motion and always moving forward whilst emitting a future-focused feel. In its online activated state, the Castrol ON switch energises illuminated graphics, while the energy lines communicate progress and show how Castrol ON helps to make the switch to an electric future.

Castrol ON launches globally from March 2021