JvM/Brand Identity develops fuel brand
"For effective protection, for effective care, with safety." is the product promise that Jung von Matt/Brand Identity developed for Socar Energy Switzerland and sums up what the new premium fuel does.
On the one hand, protective fuel additives cover the sensitive parts of the engine like a second skin. On the other, cleaning additives ensure that existing deposits caused by refueling with non-additive fuels are removed.
Jung von Matt/Brand Identity developed the brand strategy, name and brand design. "We carefully selected the name from over 300 suggestions. Velvet associates care, is very memorable and has a strong independence in the field of mobility" explains Thomas Deigendesch, Managing Director of Jung von Matt/Brand Identity. The English word Velvet stands for velvet - a noble fabric with a delicate surface that needs to be cared for, just like the surface of the engine components.
Equally important was the appearance for the premium fuel. It had to complement Socar's image and generate visibility at the filling station. Central to this was the development of a key visual that combines various aspects of performance. "The flower in itself, is a symbol of protection and care, the futuristic shape associates technology and innovative power," explains Deigendesch. With the product color blue, a good contrast and attention is achieved in the environment of the Socar gas station.
According to the press release, the appearance is intended to be dynamic, fresh and valuable, thus strengthening Socar's quality positioning. In doing so, the branding specialists at Zurich-based agency Jung von Matt/Brand Identity are addressing the strongest need of the main target group: Trust in the expertise of a quality provider as well as in the functionalities of the selected fuel.
Responsible at Jung von Matt/Brand Identity: Thomas Deigendesch (Project Management, Brand Strategy, Naming); Pascal Frey (Brand Design, Brand Implementation). Motion Design: Aldinger+Wolf Stuttgart.
