PROJECT
*
Brand Positioning – B2B Sector
- How can a fuel and lubricant brand effectively deliver its brand promise through its brand positioning?
CHALLENGE
How does the brand’s promise, ‘With us you are Number One’, show up meaningfully to sectors that keep the African economy going?
To demonstrate a strong commitment to exceptional service and excellent product performance in key sectors such as mining, agriculture, and logistics, ENGEN needed to grasp their key role in enabling customers to keep moving.
INSIGHT
Our Business Anthropologists interviewed DMU (purchase decision-making unit) members across various industry sectors to uncover a key insight:
Every second of downtime results in a loss of income.
Our campaign needed to communicate
that ENGEN is always moving to keep
industries moving.
STRATEGY AND CREATIVE
Instead of creating a brand, we created a brand idea: light. Light that breaks through the dark. Light at the end of the tunnel. The essence of the logo that we aimed to portray was partnership. We wanted to create an identity that represented the coming together of Bryte and brokers. The design direction landed on the idea of two ‘B’s coming together to form a partnership.