Emirates National Oil Co. (ENOC) has undergone a brand refresh to appeal to a younger audience.
“With the rollout of our service stations, the convenience stores and even standalone F&B counters, the business and visibility of ENOC has changed,” said Moadh Bukhash, senior manager, Group Communications.
“Within the local community, we are constantly talking to a younger audience as well. Going to petrol stations is an experience for kids, and the retail business has transformed well beyond refuelling.”
In recent years, the company has expanded its operations from being primarily a midstream player to also participating in the downstream oil sector.
“All this meant we had to evolve our corporate strategy. And the subsequent changes in brand strategy are a reflection of business strategy. We understand what the objectives are and the need to project these to the world and internally to our stakeholders.”
Enoc’s visual imagery is tied closely to the national colours of the United Arab Emirates (UAE). As part of the brand refresh, the color tones, not so much the imagery, were changed.
“We changed only the colours to really project a change in corporate strategy and also communicate to a larger group than in the past,” said Bukhash. “That made the green and the red used more vibrant. We recognised the value of the brand and its positioning within local society.”