Ipiranga
Ipiranga. Fueling Life in Motion.
2023
Problems
As Ipiranga repositioned its brand, its fuel portfolio needed a clearer structure to help consumers quickly understand the differences between products — without losing the strength and recognition of the masterbrand.
Solutions
We treated Ipimax as part of a broader portfolio architecture — a scalable system connecting the masterbrand, product tiers and future sub-brands. It became Ipiranga's dedicated additive-fuel brand across three tiers (Original Fuels, Ipimax, Ipimax Pro), under one shared naming and design framework.
Results
The new architecture made the portfolio easier to navigate, strengthened the connection between products and the Ipiranga masterbrand, and provided a scalable framework for future brand extensions.
Ipimax was not simply a new fuel identity — it was an opportunity to rethink how a large brand organizes and communicates its portfolio. By connecting strategy, naming, architecture, and visual identity, the project transformed a complex product ecosystem into a clearer and more cohesive brand experience.
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