Petroleum giant Cepsa will begin rolling out a high-end fuel brand this month, with an identity and branding by Twelve Stars.
Optima is pitched as an environment-friendly petrol, but its branding will play on ’emotional’ associations and use landscape imagery. According to Twelve Stars chief executive Nicolas De Santis, competitor products concentrate on the technical aspects of the fuels in their branding.
Optima launches in 1500 petrol stations in Spain and Portugal this month, but will ultimately roll out to Cepsa stations in Brazil, Canada, Colombia, Egypt, Morocco and Panama. The company claims Optima reduces fuel consumption by 5 per cent.
Twelve Stars won the £600 000 project following a pitch against three consultancies. It is currently developing station branding elements, including signage.
‘The idea for the identity came from Cepsa’s existing chevron mark, which appears to have a ray of light in the centre,’ says De Santis. ‘We developed this and wanted a landscape: a horizon with a pasture colour green and the red of the Cepsa corporate colour, with the yellow of the sun. Other premium brands in this market are not so environmental and friendly.’
The design work was handled jointly by Twelve Stars’ teams in London and Spain.