Amoil Bunkering

The tide was changing. So was the brand.

International

A legacy built on South African shores, reimagined for global seas.
Amoil’s rebrand was about more than visuals — it was a bold step into the future of bunkering.

The Challenge

Amoil was a trusted name in South Africa’s bunkering industry — established in 1984, deeply rooted in the local trade scene, and respected for decades of reliable service. But as the business grew and ambitions turned global, its brand was no longer keeping pace. Amoil needed more than a new logo — it needed a new voice. One that could carry the credibility built over years, but that could also stand tall against the sleek, polished brands operating across international waters. This was about repositioning — not away from their past, but toward the future.

The Insight

To compete on a global stage, Amoil had to look and feel the part. But in a highly technical, often impersonal industry, we also saw an opportunity to bring emotion and elegance into the conversation. Bunkering might not be glamorous, but the scale, the power, and the adventure of it all held visual and conceptual beauty. This rebrand became a balancing act — sophisticated but bold, technical but human, local but unmistakably international.

The Execution

We introduced a stripped-back, modern logomark that communicated confidence and clarity, without overcomplication. The colour palette pulled directly from the sea itself — deep, inky blues anchored the brand in professionalism, while soft coral and yellow tones brought warmth, optimism, and subtle nods to the sunrises and sunsets seen from offshore. Typography was structured yet elegant, reflecting both Amoil’s corporate credibility and its openness to evolve. The visual language extended through bright, sharply saturated imagery, bringing new energy to a sector often seen as cold or industrial. Sweeping ocean shots, massive tankers in motion, and cinematic compositions evoked a sense of scale and awe—reminding audiences that this is a brand built not just on logistics, but on movement, ambition, and progress.

Our ever-evolving world

depends on fuel.

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