My Fuels is a national wholesaler and retailer of functional products such as AdBlue, coal, firewood, car wash liquids and disposable BBQs. Their product range is stocked across major supermarkets and service stations throughout the UK.
We delivered a complete brand refresh to elevate on-shelf visibility, create cohesion across a broad, seasonally shifting product catalogue, and position My Fuels as both memorable to consumers and professional to corporate buyers.
My Fuels sells utilitarian products which are typically low-emotion and considered “boring”. To make the brand stand out, we created a playful mascot, the My Fuels Fox, inspired by successful character-led strategies from brands such as Duracell and Gorilla Glue.
The product range shifts seasonally between winter items, like logs, and summer products, such as barbeques. We implemented a colour-coded system: red for winter, blue for summer, and white for year-round essentials like screenwash. This ensures intuitive shelf navigation while maintaining a unified identity.
As a national supplier, My Fuels needed to secure contracts with major retailers such as Asda, B&M, Esso, BP and Tesco. Our brand refresh positioned the company as professional, memorable and competitive, increasing recognition across wholesale and retail channels.
The refreshed brand identity successfully elevated My Fuels’ market presence with a distinctive visual system that stands out against competitors on retail shelves.
We delivered a comprehensive brand refresh including logo development and 30+ product packaging designs, creating a cohesive brand experience that resonates across their entire product range.
My Fuels operates in a highly competitive category where visual impact and brand recall are critical in retail environments. The challenge was to create an identity system that could command attention on crowded shelves while adapting across diverse seasonal ranges. The brand needed a flexible and recognisable identity that could differentiate My Fuels from other commodity-based competitors with minimal branding presence.
We conducted competitor research, developed a distinctive brand identity featuring a character mascot to bring personality to everyday products, and implemented this across the entire product range with comprehensive packaging redesigns.
Designed 12 logo concepts and completed packaging redesigns for 30+ products across seasonal ranges.
Extensive competitor analysis and market positioning research ensured the brand appealed to both corporate buyers and end consumers.
We conducted thorough market research, analysing leading brands to understand visual strategies that drive recognition and purchase decisions. Insights from mascot-driven identities shaped an approach that added personality to functional products while allowing flexible adaptation across campaigns.
Our design process began with 12 logo concepts and unlimited feedback rounds to ensure the final identity captured My Fuels’ positioning and objectives. The resulting system delivers standout presence, enhances corporate positioning, and establishes a foundation for long-term brand recognition.
We redesigned the entire product line, integrating the mascot consistently and implementing strategic colour differentiation for seasonal clarity. The packaging balances bold visual appeal with practical retail requirements, creating a cohesive brand family that works effectively across multiple retail formats.
Before the rebrand, My Fuels’ packaging was inconsistent, with limited visual identity and weak shelf presence. After our redesign, the product line was unified under a bold new identity featuring the My Fuels Fox, with seasonal colour coding and 30+ cohesive designs that enhanced shelf visibility, brand recognition, and appeal across all buyer segments.
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