BRINGING LOCAL CHARACTER TO THE CALTEX BRAND

Despite being locally owned and operated, Caltex wasn't relating to New Zealanders like their competitors. It was high time for a rebrand.

Drawing inspiration from tongue-in-cheek animated sitcoms, we created a playful cartoon Caltex world that celebrated Caltex's local advantage. This also gave us a platform to communicate retail-heavy messaging in a surprising and engaging way.