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. WMH was asked 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. We captures 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/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. In its activated state, the Castrol ON switch energises illuminated graphics, while the energy lines communicate progress.