Exol begins rebranding

The UK’s biggest independent lubricants company, Exol has begun its largest ever rebranding process. Customers are starting to see the new branding on a number of Exol ranges, many of which have been trademarked and have their own brand identity. The new look also includes a substantial product re-design of its one and five litre small pack range, which features new bottles and containers with Exol’s logo embossed on to the packaging.

The rebranding launch will feature new product names, aimed at simplifying Exol’s offering, including its Optima range and range of antifreeze products, which will be available under the new trademarked name Opticool, plus its range of agricultural lubricants, which will now be introduced under the name Optifarm.

The new Exol branding labels offer more information than ever before on approvals and specifications, along with the Exol guarantee that the product meets the quality of original equipment manufacturers.

Steve Dunn, Exol sales and marketing director, said: “This has been one of the largest branding exercises we have ever undertaken at Exol and is in the response to the growth of our small pack product range. We have also taken the opportunity to produce a more retail-friendly label, offering clear product identification for customers.

“We are delighted with the response from customers and it puts Exol products and branding up there with the very best in the market.”

This latest update follows significant investment into the business, which in the past five years has seen an overhaul of both its Rotherham and Wednesbury sites, implementing new state of the art production facilities and lab equipment, as well as the enhancement of its export status. The business is also relaunching its website and increased its infrastructure with a fleet expansion, thanks to the introduction of four next generation Scania trucks, to transport and deliver Exol products around the UK and Ireland.