New times, new energy
The most ambitious rebrand in the history of SA's fuel industry.
Challenge:
In 2022 Caltex embarked on an ambitious rebrand of the organisation, after the sale of its brand to new owners. We were tasked with re-imagining the new brand with over 85 years of heritage, in the hearts and minds of South Africans. To succeed, we needed to create an iconic identity that went beyond fuel and connected emotionally with a new generation of South Africans, across its network of 880 service stations nationwide.
Solution:
Looking beyond roads, to the spaces between them, where our customers thrive, we created an identity that brings to life the brand idea: New Times. New Energy. Graphic shapes move, intersect, and connect to capture the aspirations and energy of South Africans visiting our forecourts. A strong, new name, Astron Energy and iconic logo are complemented by an extensive library of graphic assets. The vibrant orange and purple colour palate captures the brand's optimistic personality and stands-out across all environments. All paired with an approachable, modern sans-serif font. The identity extends to all touch-points, including a new forecourt design applied nationwide. Wayfinding pylons, canopy branding, staff uniforms and digital branding complete the integrated and 'refreshing' brand experience.
Astron Energy's identity signals its new, energetic relationships with staff, partners, customers, and communities.
The switch to Astron Energy will be completed by 2026, representing one of the biggest and most ambitious rebrands in the country, and for the SA fuel industry, in decades.
