The relaunch of Ampol was much more than a nostalgia play, with the brand retaining potent equity in Australia as a trusted Tier 1 fuel provider, despite decades of absence from the category.
To fast-forward the business through twenty years of evolution whilst retaining its original DNA, the leaning ‘A’ comprised of strong red and blue colour bands drawn from the original logos—a new, forward thinking identity to connect Ampol with a new generation of customers, priming Ampol to become once again Australia’s most loved and admired premium fuel brand.