When a household name is established and trusted for over 200 years, we must explore and tap into the heritage to remain true to the heart of the brand. While developing the future vision and image for Top Oil, we interviewed staff, distributors and customers. These invaluable insights helped to inform the identity refresh, while ensuring we retained the original equity. A marketing campaign and brand materials grew from the new brand positioning and extended library of graphic elements. The brand has been imbued with a welcoming warmth.