Streamlining brand identity

Flogas Ltd

Client intent

Streamline a European brand identity.

The project

We began with customer research and market insights analysis. Based on this, brand values and propositions were developed, and a corporate identity designed for Europe, the UK and Ireland. Brand architecture and sub-branding were important given the acquisition-fuelled growth of the organisation. They enabled the ultimate steps of name and strapline generation; messaging and tone-of-voice creation; and of course brand guidelines development.

The challenge

The challenge here was to understand the multi-layers of the organisation and to achieve consistency in branding and messaging across widely disparate geographical markets.

The outcome

As a result of our intervention, the Flogas brand was aligned across multiple markets and geographical locations.


“BrandCreate supported the Flogas Group in totally refreshing and streamlining their brand identity. BrandCreate brought process, ideas, creativity and extensive experience to the project and were an invaluable part of the leadership team. The new Flogas identity has worked really well since launch to strengthen our brand presence and penetration in multiple/European markets.” 

Donal Murphy, CEO, DCC Energy.

DCC Flogas Ltd

DCC Energy is the leading oil and liquefied petroleum gas (LPG) distribution business in Europe. The Pan-European growth of the Flogas brand (owned by DCC Energy) has been fueled mainly by acquisitions, resulting in inconsistent branding and visual identity presentation evolving over time.