Coming from the era where graphic design and image manipulation was done before the first iMac was even invented, we rookie art directors had the joy of free thinking, scamping and storyboarding. Our biggest digital resource? The good old PhotoDisc as our stock image library.
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The Right People in the mix. In the immortal words of Depeche Mode… ‘People are People, so why should it be. You and I should get along so awfully?’
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Challenge
A local oil and lubricant company decided to venture into supplying high quality products under a new brand name which would create a foothold in the industry, to bottle, package and deliver various industrial grade lubricants among several sectors. The challenge was that there was no name, no identity or any brand communication to speak of.
Approach
1. What’s in a name?:
As there was no name for the product range or the brand, Quazar went through a process of brainstorming some naming conventions and supplied narrowed down options with initial design, eventually culminating in the name TORQ.
2. Modern Visual Identity:
With the name in place, a strong identity was required which would be carried through to product labelling, vehicle signage, website and product brochures. A rugged and visually appealing approach was taken that makes TORQ stand out as a brand in the industry.
3. Digital Integration:
The website was initially created as a company profile site and to show the various products and services sectors that TORQ distributes within – which lead to the site becoming fully e-commerce, allowing direct sales of the product to customer.
Results
A brand which continues to grow it’s customer base and profile as a leader in product quality and delivery in the industrial lubricants sector.
