How do you brand a sector’s most invisible company?
Greenergy - Brand positioning strategy, brand identity, website design, signage, annual report & accounts.
Owned privately, Greenergy commands 25% of the UK fuel market with revenues over £10bn. Started less than 20 years ago as a bedroom start-up, Greenergy has become one of the UK’s success stories and was this year positioned as the 3rd largest private company in the UK in Sunday Times BDO Top Track 100.
Originally a provider of niche environment fuels, the company is now a major supplier of petrol and diesel to UK forecourt retailers. As many of the major oil companies continue to scale down their blending, distribution and retailing operations, Greenergy is increasingly taking their place, and sales growth into the forecourts, including major supermarkets and petrol retailers, has been stratospheric.
However, because Greenergy provides fuel for household names including supermarkets and oil majors, their brand has remained largely invisible.
Our brief was to identify a positioning strategy and modernise their identity and visual branding system. Our theme of ‘Efficiency’ was the perfect summation of Greenergy, and our new identity and design system reflected this.
