done during time at
Leo Burnett KL

for:
PETRONAS Lubricants International

role:
concept
design

icw:
Eric Cruz, ecd
Aaron Tan

PETRONAS Lubricants International (PLI) is world-renowned for their high-quality automotive and industrial lubricants, most notably their Fluid Technology Solutions^TM which powers MERCEDES AMG PETRONAS Formula One team’s Silver Arrows.

In 2012, PLI marked its centennial year since its beginnings in Turin, Italy. A global campaign was launched to celebrate its rich heritage and its future technologies.

Leading the campaign was the logomark concept. The logomark is created from a combination of a hexagon and a drop of fluid to form the “0’s” in the 100. The hexagon represents the fluid on a molecular scale, representing PLl’s commitment to research and innovation, while the fluid drop represents “fluids.” The colour gold and the “100” represents “heritage.”

done during time at
Leo Burnett KL

for:
PETRONAS Lubricants International

role:
concept
design

icw:
Eric Cruz, ecd
Aaron Tan