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Gulf Fuel had ambitious plans to launch a new lubricant retail brand into the UK market. Circle were asked to create a name and brand for a new type of high performance motor oil that had distinct consumer friendly appeal with particular attention to providing clear product information and simple selection tools, making product selection easier for consumers. Circle defined a set of messages to communicate to a broad set of consumers and created a product range with a distinct visual style and set of behaviours to help bring the brand to life quickly and effectively. The ULTIMO GT range is positioned as ‘Performance motor oils for the smart motorist’ and is now respected by individual motorists and industry professionals for high quality products at competitive prices.

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