Spirit of Fuelling Journeys.
Client.
Puma Energy
Sector. Oil & Gas
Switzerland
Project. Fuelling Journeys
Brand Playbook
Deliverables. Fuelling Journey Brand Playbook.
Content Generation.
Created. At MerchantCantos
How does Puma Energy's local agencies better align with the spirit of Fuelling Journeys ? By shifting the focus of messaging away from the functional aspects of travel and towards the emotional values that make every journey meaningful, the people, experiences, aspirations and moments that fuel us along the way. The Fuelling Journeys Spirit Playbook was created to guide and inspire local agencies, giving them the tools, principles and creative direction to develop and activate communications that authentically bring the Fuelling Journeys spirit to life.
The new guiding principles, are a set of well defined creative assets and guide book, for internal, local and international design agencies around the world. To help rollout the Fuelling Journeys campaign and to maintain Puma Energy brand, recognition worldwide.
The previous identity focused heavily on the physical infrastructure, product and services. We wanted to create a dynamic toolkit that could represent the vast variety, of Puma Energy customers, by showcasing an honest, real world customers images, from around the world.
The fuelling journeys is expressed through a series of personal and story driven, Avedon style photography, where we get closer to Puma Energy travellers. By capturing the individual stories, add warmth and show the very human side of the brand.
