• Purpose, Brand & Culture
  • Digital


Fuelling progress

Petredec is an independent global liquid petroleum gas (LPG) logistics specialist that buys, sells, transports, stores and distributes LPG worldwide.

With market dynamics of over-supply and low barriers to entry resulting in reduced profitability in its sector, Petredec has expanded into new territories and diversified its offering. It recognised that its old brand was no longer fit for purpose and asked Luminous to develop a sustainable brand strategy that would support the growth ambitions.

We undertook a robust investigation phase involving stakeholder interviews with the C-suite and workshops with the leadership and operational teams. The process helped us assess how the company is currently perceived by exploring how the brand was performing across the business and how employees feel the brand, learn more about the culture and understand communications needs.

While many stakeholders felt that Petredec is well known in a niche sector, it was clear the role of the brand and a clear corporate story will grow in importance as it expands the business. Externally the brand will help drive reputation and help evidence capabilities and credibility. Internally it would help create a common purpose underpinned by the right values and the culture to deliver it.

Based on the insights it became clear there was an opportunity to tell a story highlighting the pioneering culture and entrepreneurial spirit of a business that consistently seeks out new opportunities and innovations, but one that also captures a wider story of societal benefit.

We developed ‘Fuelling Progress’ as a positioning territory, around which a brand story and purpose were defined. It moved the positioning from what Petredec does to why it does it; from a logistics company to a solutions-based innovator.

The ‘Fuelling Progress’ theme also directly informed a dynamic visual identity, underpinned by a graphic reflecting forward thinking and momentum. The angular shapes of the ident provided the foundation for a flexible visual execution, using the graphic elements to hold imagery or shape layouts.

The graphic treatment was implemented across a wide range of collateral including a new website, marketing collateral, presentations, stationery, display, ship livery and uniform. The creative expression was also used prominently in office design to create a highly branded experience for employees and customers.


Best Visual Identity, Energy, Transform Awards

Jon Towell, Creative Partner

The most effective brands are driven by a big idea that aligns purpose and creative execution. This combination is what makes the Petredec rebrand so powerful and is at the heart of its award recognition.

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