In addition to revamping the website’s design and functionality, GSL Media also proposed a unique character development initiative to enhance The Fuel Store’s brand identity. They introduced a custom character named Felix Fueller, which would become the company’s mascot and brand ambassador.
GSL Media’s talented team designed Felix specifically to The Fuel Store’s requirements. They incorporated elements that aligned with the company’s image, such as Felix holding a fuel can, symbolising the company’s association with the fuel industry. The character’s colours and shaping were revamped to match the brand’s aesthetic and appeal to the target audience.
Felix Fueller was developed in vector form, allowing for scalability to any resolution without losing quality. This ensured that the character could be utilised across various marketing materials, both online and offline, providing a consistent and recognizable brand presence.
The introduction of Felix Fueller added a playful and memorable element to The Fuel Store’s branding. The character became a visual representation of the company’s values, professionalism, and expertise in the fuel industry. By incorporating Felix Fueller into their marketing campaigns and materials, The Fuel Store was able to establish a strong and cohesive brand identity that resonated with their target audience.