Leading UK lubricant brand Castrol has showcased its refreshed branding for the Castrol SERVICE network by sponsoring The Blend.
The Blend is an annual networking event and conference aimed at the owners of independent garages, and the last one took place on October 7, 2023, in Birmingham.
The new branding will be used throughout the Castrol SERVICE network with the aim of helping member workshops to attract the attention of old and new customers alike, cultivating their trust. The updated branding features a new logo with a dynamic, modernised design, although it retains the green, red, and white colouring that is closely associated with the iconic Castrol brand.
The rebrand forms part of a wide-ranging brand strategy following consultation with customers, stakeholders and industry figures, as well as thorough research, with the overall objective being to appeal to a wider base of customers.
When Castrol launched the refreshed branding, its chief marketing officer, Nicola Buck, said:
“We are excited to launch our refreshed brand, which represents an exciting chapter for our company. Our refreshed brand identity reflects our commitment to investing in the future and creating new opportunities for growth and success.”
Simon Gurney, a technologist at Castrol, attended The Blend and provided mechanics with tips on how they can explain to customers why their vehicles need a certain passenger car engine oil, or commercial vehicle oil. The editor of Garage Wire, Mike Ruff, also hosted various garage owners as they explained how they had improved their customers’ experiences, and their overall operations through the Castrol SERVICE network.
