Revolution
It's Time for Oil to Change
This goes well beyond oil · Join the revolution ·
Background
What if putting oil in your car didn't have to feel so dirty?
Oil is essential to the transportation industry, but supporting big oil companies not only feels like a no-win proposition—for many it means supporting companies that run counter to their values. Revolution Oil, a local business backed by Wilcox + Flegel, aims to pull back the mask on the oil industry and change the way we think about oil by operating transparently, using high-quality ingredients, limiting environmental impact, and supporting neighboring communities with its profits.
Services
Naming
Logo
Branding
Ad Concepts
Collaborators
Erik Doescher, Strategy
Shaye Vanderville, Design
Mike Oslund, Brand Architecture
Say goodbye to the status quo.
Logo & Name
The name revolution encapsulates the transformative spirit of the company. The Revolution logo represents a lightning bolt and an abstracted flag. Together, the name and icon serve as a rallying cry for changing how people think about and purchase oil.
Identity
Revolution’s vibrant tones and messaging challenge assumptions and inspire change in the industry, encouraging a new way of thinking. This countercultural drive is immediately visible through the imagery, tone, and graphic approach which stands out in a strongly conservative industry.
People
Beyond challenging the status quo when it comes to their product. Revolution also challenges what people think of when they think about mechanics. This comes through most prevalently in the imagery selected for their brand.
Collage
The Revolution brand incorporates collages of past technologies, showcasing progress and demonstrating how much technology has changed over the years. The diagramed machinery is notably whimsical and archaic, suggesting that technology has significantly transformed over the years and perhaps it’s time for oil to change as well.
Custom Energy Drink
Revolution partnered with a local company to produce Revv'd—a custom energy drink that was brought to area shops to celebrate the launch of the brand.
Design by Rachel Getsinger. Animation by Jill Cefalo-Sanders.
