#Case Study
Petromex: From Local Player to Fuel Sector Giant – A Growth Strategy
1.0
Project OverviewAbout the company
Petromex Headquartered in Opole, Petromex is a Polish industry leader with over 30 years of experience in the fuel market. Having started as a regional supplier, the company has consistently diversified its portfolio to become a strategic partner for the transport, industrial, and agricultural sectors.
Today, the Petromex offering extends well beyond fuel distribution. The company provides a comprehensive suite of energy solutions, including AdBlue and heating oil (Ekoterm Plus), as well as specialized services such as waste oil collection and the sale and maintenance of professional fuel storage tanks. At the onset of our collaboration, the company was in a phase of rapid growth, focusing on the integration of subsidiaries, including the Transcem brand and the further expansion of its transport and technical service divisions.
2.0
Project OverviewGoals and challenges
Petromex approached JAAQOB Holding® seeking more than just a “new logo.” Their primary objective was to eliminate communication clutter and establish a robust foundation for future scalability. Despite a strong market position and 30 years of industry expertise, the company was predominantly perceived through the lens of price and product, rather than as an integrated, powerful brand partner.
Incoherent Brand Architecture: The company operated multiple business lines (fuels, tanks, maintenance, cement) that lacked a logical visual or strategic connection. An additional challenge was the strategic alignment of the relationship with the acquired company.
Undefined Positioning: The brand required a transformation from a “fuel supplier” into a “business partner” that offers security and expert consultancy.
Outdated Brand Image: The visual identity and website failed to reflect the company’s modernity and scale of operations, which hindered the process of building trust within the B2B sector.
3.0
CreationImplementation Process
As a 360-degree agency, we took a holistic approach to the project. Before commencing any design work, we conducted an in-depth strategic process that served as a roadmap for all subsequent implementation efforts.
Brand Architecture Strategy: We tackled the challenge of a multi-faceted offering. Instead of creating separate brands for each service, we recommended and developed a Branded House structure. We established clear Business Units.
Positioning Strategy and Value Proposition Canvas (VPC): We developed detailed value maps. We identified customer “pains” and addressed them with specific “relievers.”
Communication Strategy: We developed a brand Tone of Voice based on the Everyman archetype (The Regular/Companion). The brand is to be perceived as a reliable, close partner and an expert who “doesn’t put on airs” but always delivers on quality.
New Logomark Design: Giving the symbol a form suited for digital media and modern design, while maintaining references to the previous version of the mark.
Selection of New Typography: Changing the typeface to one that is more legible, technical, and clean.
Scalability Testing: Verifying the legibility of the mark on small screens (mobile) and large-scale surfaces (warehouse facilities).
Adaptation for Industrial Media: Designing the mark to perform perfectly on challenging surfaces, such as tankers and fuel tanks.
After Before 
Key Visual (KV) Development: Creating a brand theme (featuring signature orange and navy blue along with the logomark’s shape) that symbolically unifies all graphic assets.
Corporate Materials: Design of business cards, letterheads, offer folders, email signatures, and sales presentation templates.
Fleet Branding: Comprehensive wrap designs for passenger cars (sales fleet) and trucks (tankers), serving as “mobile business cards” on roads across Poland.
Workwear: Designs for technical staff and driver uniforms, building a professional image during direct contact with customers.
Information Architecture: A logical category tree dividing the offering into clear sectors.
User Journey Map: Designing customer pathways from the initial website visit through to the point of contact.
Lead Gen Optimization: Strategic placement of CTAs (calls to action) at key touchpoints.
UI Component System: A set of consistent elements (buttons, forms, icons) accelerating the development of the service.
Dedicated Layout: A unique look for the homepage and subpages, tailored for the industrial sector (with a technical flair).
Iconography: A proprietary set of technical icons illustrating services (fuels, service, tanks).
CMS Implementation: An administrative panel enabling easy content editing by the client’s team.
Responsiveness (RWD): Full adaptation of the website for mobile devices (crucial for drivers and sales representatives in the field).
Performance Optimization: Ensuring a high PageSpeed score (fast loading times).
Analytics: Integration with Google Analytics 4 and configuration of conversion goals (measuring inquiries).
4.0
Actions and Effects
With Petromex, we proved that when strategy leads the way, creativity can truly take flight — it is more than just an attractive packaging; it is a cohesive, functional system that supports the client’s business goals.
Key Results:
Business Structure Streamlining: A clear division into Business Units eliminated communication chaos and simplified offer management.
Consistent Leadership Image: The company gained the professional face of an Enterprise-class partner, facilitating sales negotiations with the largest players on the market.
Readiness for Scaling: The client now possesses a Brandbook and established processes that allow for the seamless opening of new locations and the introduction of new services.
Effective Sales Tools: The new website and supporting materials (including offer templates, catalogs, and case studies) provide real-world support for the sales department in securing daily contracts.
Through our actions, Petromex has ceased to be perceived merely as a local fuel supplier—it has become a trusted, nationwide partner in fuel management.
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