Owner of the Ipiranga Lubrificantes and Texaco brands, two of the most important brands in the sector, we worked with Iconic on the challenge of understanding how to best structure the relationship between their product brands and the value of the institutional brand.

How and when does Brand Architecture generate value?
How does it support your future challenges?
What opportunities do we have?

We involved different audiences in the research and diagnosis process, resulting in a new purpose "Leading the transformation", reinforcing the leading role of the largest company in the sector in supporting evolutionary and sustainable movements in different sectors, such as industry 4.0, agribusiness and mobility.

To support the positioning, we developed a new visual identity with a focus on internal engagement and clarity of external communication, highlighting the relationships between institutional, product brands, service brands and sub-brands.