A brand tune up ‘made for mechanics’ for Comma Oil

Part of the Moove Lubricants family of brands, Comma has been providing quality motor oils, lubricants, and chemicals to the motor industry for over half a decade. It is well established in the UK and synonymous amongst mechanics and workshops.

Earlier this year, Moove approached Carswell Gould to help it completely refresh the Comma brand and make it appeal to a greater number of independent garages in the UK.

We were asked to completely redefine its marketing engagement, activity and proposition to mechanics and workshops with a fresh new approach.

This would involve creating completely new visual guidelines, brand story, and updating all aspects of its marketing. Time was of the essence, as within the space of two months, Comma wanted to soft launch its new look at the biggest automotive trade show in the UK – Automechanika Birmingham.

Client Comma Oil
Year 2024
Project team Ed Gould Stuart Hunt James Nethersole

Our approach

When creating the new approach to the brand, we used its customer as the starting point. Comma’s marketing materials hadn’t been updated in quite some time. The brand relied heavily on the colour white and used a soft colour pallet that included red, grey and brown.  

We began by refreshing the logo, to give it greater impact and make greater use of the marque and brand colours. The brown of the logo was changed to black, and the red was used to greater effect (replacing the white).

The existing slogan ‘Confidence comes from within’ was also changed to ‘made for mechanics’, as we wanted there to be no mistaking who Comma oil was for.

We then created a new set of visual and verbal guidelines, setting out the new tone of voice, which took simple, direct, no-nonsense approach, that aligned coherently with the new visuals to appeal to mechanics and workshops.

The outcome

We unveiled Comma’s new branding at Automechanika Birmingham in June 2023. Applying what we set out in the brand guidelines, we used it as the framework to create all the elements for the show.

We supported them with everything from stand design, to social media, email marketing and PR. We attended the 3-day event and supported its sales and marketing teams on the stand, creating live video content and speaking to Comma’s customers to learn more about their perceptions of the brand to inform future projects.

The event landing page attracted over 25K visitors over the six weeks, and the stand attracted hundreds of visitors over the three days. More than 350 people registered their details through the BIG Comma Workshop Challenge promotion that we had planned. The new branding and messaging also struck a chord with attendees, Comma’s customers and the sales team.

With the event a success, we are now supporting Comma with all aspects of its marketing. We are helping them to push its new eye-catching brand identity out wider, so it can reach even more workshops.

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