Fuelchief is the culmination of over 40 years of quality design, innovative thinking, and construction excellence of storage and management solutions for all liquid fuels. Ideation was engaged to develop the Fuelchief brand, sales brochure and website.

The inspiration for the brand icon comes from the protective nature of a shield and the containment provided by a fuel storage tank. Combined with a customised typeface, the resulting logo represents the strength and durability that can be expected in a Fuelchief tank.

The website and sales brochure display structured content and messaging through the use of strong typography and a minimalist colour palette. Within the website the structured content is taken a step further, cataloguing product within an eCommerce database that enabled the user to filter products specific to their requirement.