https://www.youtube.com/watch?v=SogXAwflvi8
Grupo Moure is a holding company founded in 1996, with a strong presence in the energy and car wash sectors through the brands Elefante Azul, Autonetoil, Petronet, and Washnet Factory. Despite the group’s relevance within its industry, the corporate brand lacked distinctive, proprietary content aligned with the company’s scale and importance. Therefore, it was necessary to provide the corporate brand with a clear and focused positioning, along with a strong, appealing verbal and visual identity.
In addition, it was essential to strengthen each brand within the portfolio to enhance competitiveness in their respective segments and, as a result, to define a flexible and consistent brand architecture.
The challenge
The challenge was to align the brand strategy and identity of Grupo Moure and its portfolio brands with the company’s corporate and business strategy.
The scope of the project included defining the role, positioning, values, attributes, and benefits of the corporate brand, as well as those of the other brands, and translating them into a singular, distinctive, and consistent identity across all brand expressions.
The goal was to build awareness and recognition, while also reinforcing the coherence of the Grupo Moure brand and its portfolio brands across all touchpoints.
The solution
The outcome was the definition of a new positioning for the corporate brand which, under the tagline “Driven by challenges,” aims to reflect its values and entrepreneurial spirit.
In line with this brand proposition, we developed a new identity featuring more contemporary typographic and color resources, better aligned with the category.
In addition, we defined a clear and renewed brand architecture and refreshed the positioning and identity of the Group’s other brands, providing each of them with its own language, personality, and distinctive visual universe.
The launch
Finally, we supported Grupo Moure in the launch of the new corporate brand and its business brands through a communication campaign that emphasizes the new positioning and supports their market rollout.
