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Building a feel-good brand for Caltex

Case Study Caltex

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The Caltex brand was struggling to stand out from competitors who also offer low-cost, no-frills fuel. How could we improve the clarity of the brand beyond just ‘budget’, creating a genuine emotional connection with the target audience?

We developed ‘Feels Good’, a new brand platform which didn’t overpromise, but added a little lift to Caltex customer’s lives. By using a combination of watercolour illustration, simple photography and a cheeky tone, we reimagined the brand as one genuinely able to own a series of  ‘feel good moments’ that customers could relate to.

We rolled the new brand out in Caltex stations across the country, radio, Out of Home, digital video,  and the Caltex social channel, which is going gangbusters! And of course, we developed a full set of brand guidelines to help everyone ‘feel good’.


Out of home

Social imagery

Social video








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