"The brief is to create a new brand for the Unipetrol business," said BrownKSDP Managing Director Anthony Swart. "This includes a new name, a new identity, new packaging for oils and other products, signage, corporate interiors and the design of more than 300 retail filling stations and convenience stores in Nigeria and neighboring West African countries. We will also be changing the identity and branding of Ocean & Oil Holdings, the company which has acquired Unipetrol."
BrownKSDP won the contract in a pitch against U.K. design company Facade, which has already conducted the first phase of the project, involving a brand audit and the "front end" of the design change.
BrownKSDP has handled the image transition of Mobil into a South African company called Engen (when Mobil sold out its interests here in the mid-1980s), the retail identity of Sasol (a South African oil-from-coal producer and refiner), and the corporate identity of Afric Oil, a black-owned retail filling station subsidiary of Caltex.
The assignment will come out of the agency's Johannesburg office and is expected to be completed in two months. The agency will also manage the implementation process in Nigeria.
BrownKSDP was launched last year when London-based Tempus Group acquired South Africa's KSDP Pentagraph, which had offices in London, Amsterdam, Houston and Sydney, and merged it with its corporate identity business, BrownID. -- Tony Koenderman
Copyright August 2001, Crain Communications Inc.