Castrol On

The world is accelerating into an electric future. To further accelerate the adoption of electric vehicles, they will need to go further, charge faster and last longer. Castrol ON provides e-vehicle manufacturers with the advanced e-fluids they need to overcome these challenges. We created 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, we captured Castrol’s ambition to help the global switch to electrification in the “Switch On An Electric Future” proposition.

‘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 to right – as inspiration. In its activated state, the Castrol ON switch energises illuminated graphics, while the energy lines communicate progress.

Agency:
Williams Murray Hamm, 2020
www.wmh-i.com