Kixx has repositioned its image and long-term direction to enhance brand value amidst the restructuring of the global industrial value chain. The company announced its first shift in brand language from a product feature-based approach to a purpose-driven one.

"From renewable energy to technological ecosystems, Kixx positions itself as the driving force ensuring sustainable operation for a world in constant motion," a company representative said.

Lubricant products with the new brand identity. Photo: Kixx

The new brand identity includes a revised slogan, refined logo, updated color scheme, and a restructured engine oil product portfolio. The slogan "Lubricating the Future" reflects the core function of lubricants in ensuring smooth machinery operation, conveying the message that Kixx is a catalyst for the development of modern life.

The new logo retains the characteristic shape and strong hues but is refined with smoother curves to simulate the flow of lubricant. The primary orange color has been adjusted for brightness and saturation, making the brand adaptable to various digital media formats while maintaining high recognition.

New packaging for the automotive lubricant line. Photo: Kixx

The product system is restructured for simplicity and standardization, allowing users to easily distinguish between different lubricant lines. The product categories are also renamed according to their intended use, such as MX for motorcycles and GX for cars, along with a three-tiered performance grading system. The new packaging features sharp lines, color gradients based on function, and a more scientific label layout.

A Kixx representative said Vietnamese consumers will experience products with the new packaging design by the end of this year and early next year. "This repositioning strategy benefits consumers and the market. Thanks to an intuitive and consistent identification system, customers can easily find suitable products and quickly grasp their core information," the representative said.

The new system is expected to help the company strengthen its unique identity in the global market, increase competitiveness, and expand into new markets. According to the company, this consistency helps Kixx optimize communication costs and build connections with younger customer generations.

Alongside the visual changes, Kixx is also implementing various digital communication activities. The company's global YouTube channel launched the brand video "Lubricating the Future," depicting the journey of continuous energy flow through industrial, urban, and technological spaces.

A scene from Kixx's new brand video. Photo: Screenshot

The company also launched a global Instagram channel targeting Gen Z, a dynamic consumer group interested in technology. In the future, the company plans to release the storybook "The new Kixx," documenting the brand's rebuilding journey from the perspective of its internal staff.

At its 20-year milestone, Kixx is restructuring and changing its appearance to become a brand that proactively leads trends. From engineering and design to communication and brand storytelling, it aims to spread its global influence.

Quang Anh