Autogas

A new brand identity for the greener fuel choice

Autogas - a joint venture from Calor and Shell - produce liquid petroleum gas, which is a cleaner and more cost effective alternative to petrol and diesel. With a presence on over 500 forecourts in the UK, Autogas was the largest LPG brand - but was still struggling with brand perception and converting drivers.

The existing brand did little to help drive engagement - borrowing its design direction from the old Calor logo, the identity felt industrial and overly-masculine - meaning it was unable to appeal to everyday consumers. While the name couldn’t change, it wasn’t helping matters either - the ‘gas’ element being quite misleading and not indicating that LPG is a liquid fuel just like petrol and diesel.

I worked alongside a wider creative team, and we developed a new brand identity for Autogas, based on the key concepts of sustainability, fluidity and motion. The new design was bright, bold and impactful - essential for Autogas to be able to create standout on the forecourt.

Project tasks

• Design direction

• Identity design

• Print and livery design

• Brand guidelines

The new identity was rolled out across forecourt and vehicle livery, advertising, corporate templates, promotional materials and digital channels. Alongside the new look, a new messaging platform was developed, aiming to focus on the simplicity and ease of converting to, and using, Autogas. I also wrote and designed a full set of brand guidelines to enable further brand applications.