The Emirati Lubricant. Heritage Moving Forward
AMCO. A UAE-heritage lubricants brand built to own “The Emirati Lubricant” positioning in a category dominated by global players. Identity, packaging, signage and rollout.
Two opposing ideas. One brand.
AMCO is a lubricants brand rooted in UAE heritage — and the brief asked for an identity to embody two seemingly opposing ideas at once: a deep pride in Emirati culture, and a bold, forward-facing vision for the future. Distinctive enough to own “The Emirati Lubricant” positioning in a category where the loudest players are global. The brief, in other words, had to be a heritage brief and a contemporary brief at the same time.
Falcon's feather. Expo geometry. A lubricant drop.
We immersed ourselves in UAE cultural iconography — the Saker falcon's feather, the modern geometry of the UAE Expo 2020 Pavilion, the first letter of the Arabic alphabet, and the iconic skyscrapers that symbolise the nation's momentum. The graphic device that emerged — a forward-leaning stroke meeting a lubricant drop — captures both motion and precision, reads equally well in Arabic and English, and rolled out across packaging, signage, digital, social and OOH.
AMCO launched with a brand that finally let the category have an Emirati answer. A mark that travels across packaging, retail and OOH without losing the cultural meaning it was built on. Heritage that moves forward — without sounding like a brochure for either.
