Following a change in strategy in 2012, the Total Group decided to review the brand platform of its ELF engine lubricants. This new communication needed to work on other mediums as well as TV and advertising displays. Royalties proposed a methodological strategy to evolve it into a multi-local specialist brand. With its image, the chosen route was to express the reputation of the efficiency of ELF lubricants and the lifestyle that resonates with performance. The visual identity combines energy and order, resulting in an impression of power.