BP’s Castrol lubricant brand has undergone a redesign to keep it looking modern, while the classic GTX brand has been relaunched with the classic typeface and original tin.
The refreshed brand identity is being rolled out in stages across all of the company’s European operations this year and into 2024, and will be used on packaging, service partnership programmes, facilities, online and offline marketing, and global sponsorship assets.
“We are excited to launch our refreshed brand, which represents an exciting chapter for our company,” said Nicola Buck, chief marketing officer of Castrol. “Our refreshed brand identity reflects our commitment to investing in the future and creating new opportunities for growth and success.”
Meanwhile, Castrol Classic Oils has brought back Castrol GTX Classic 10W-40. Using modern additives matched to the engine technology of that era, the non-synthetic formulation is a lubricant suited to most contemporary engines from the 1970s to early 1990s, petrol or diesel, naturally aspirated or turbocharged, and with or without a catalytic converter. Packshots of the product show it looking practically the same as a can of GTX from around 1980. The product is produced by Castrol and distributed by Promapac LLP t/a Castrol Classic Oils. Anyone interested in retailing the product is urged to get in touch.