Brand strategy and rebranding the fuel portfolio of Britain and Ireland’s leading oil and liquefied petroleum gas business.
We were commissioned to rebrand DCC Energy’s fuel portfolio, which comprised of a number of brands, and put in place a comprehensive plan to transition the company from its disconnected, multi-brand position. The fundamental client objective was that the new Emo brand structure would reduce market confusion, offer a central reference point for consumers and encourage an uplift in business revenue. To ensure the project was successful we carried out market research, appointed brand ambassadors from different parts of the business, organised a blue sky thinking day to ensure that ideas from all parts of the business were integrated into the new brand and formulated a year-long marketing campaign.
We rolled out the new brand across forecourt signage, livery, advertising, the company website, print collateral and both internal and external marketing communications. We also put in place a comprehensive set of brand guidelines to support the growth of the new brand.