My Fuels supplies practical products like AdBlue, firewood, coal, screen wash, and BBQs to retailers and wholesalers throughout the UK. Their products appear on shelves in major supermarkets and petrol stations. We gave My Fuels a complete brand makeover to help their products stand out from competitors, appeal more to customers, and look professional to big retail chains.
The rebrand introduced a new logo, a friendly mascot character, and fresh packaging designs for 30+ products. This new look helped My Fuels win shelf space and become more recognisable in the market.
My Fuels operates in a category often perceived as functional and low-interest. To create stronger brand appeal, we introduced a playful mascot — the My Fuels Fox — drawing inspiration from successful character-led branding used by names such as Duracell and Gorilla Glue.
With a product range that shifts seasonally from winter essentials like logs to summer items such as barbecues, we developed a clear colour-coded system: red for winter, blue for summer, and white for year-round products like screenwash. This approach supports intuitive shelf navigation while maintaining a cohesive brand identity.
As a national supplier, My Fuels aimed to secure contracts with major retailers including Asda, B&M, Esso, BP and Tesco. The brand refresh positioned the company as professional, memorable, and competitive, increasing recognition across both wholesale and retail channels.
The refreshed brand identity strengthened My Fuels’ market presence, introducing a distinctive visual system that stands out on retail shelves.
We delivered a complete brand refresh, including logo development and over 30 product packaging designs, creating a cohesive brand experience across the entire product range.
My Fuels competes in a highly competitive category where visual impact and brand recall are essential on crowded retail shelves. The challenge was to create an identity system that could stand out while adapting across seasonal product ranges. The brand required a flexible, recognisable identity capable of differentiating My Fuels from other low-brand-visibility, commodity-based competitors.
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 looked at how leading brands use character mascots to build recognition and emotional connection. Brands like Duracell and Gorilla Glue show that fun characters make ordinary products memorable. We created the My Fuels Fox – a character designed to make the brand more engaging and relatable.
We created 12 different logo design options and went through multiple rounds of refinement to arrive at the perfect final design. The logo works across different applications – retail shelves, marketing materials, delivery vehicles, and digital platforms.
We completely redesigned all product packaging with the new mascot featured prominently. We established a colour system to organise the range: red for winter products, blue for summer products, and white for all-year essentials. This makes the product range easy to navigate for shoppers while creating visual harmony across all packaging.
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 scattered and inconsistent. Products didn't feel connected to each other, and the brand lacked presence against other competitor products on shop shelves. After the redesign, My Fuels products are instantly recognisable with the new fox mascot, colour-coded seasonal system, and 30+ cohesive package designs. Shoppers easily spot the brand. Retailers see a professional, well-thought-out product line. My Fuels now stands as a strong competitor in the retail marketplace.
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