Kixx, the lubricants brand of GS Caltex, has entered an exciting new era with the unveiling of its refreshed identity and bold slogan: “Lubricating the Future.” Marking this milestone, Kixx has published “The New Kixx”—a brand storybook that bridges two decades of achievements with the promise of innovation ahead.

 

About ‘The New Kixx’

Far more than a record of past accomplishments, “The New Kixx” captures the people, technologies, and values that have powered Kixx since its launch in 2005. The storybook includes interviews with employees, detailed descriptions of Kixx’s wide range of products, and a look at the brand’s global expansion. Through these stories and insights, the book positions Kixx as both a heritage brand and a forward-looking innovator.

Alongside its rich content, “The New Kixx” stands out for its design. Moving away from the typical brochure-style format, the storybook adopts a modern magazine aesthetic—marked by clean typography, timeless, cinematic imagery, and a minimalist layout. The design ultimately makes the storybook a collectible piece that resonates with younger audiences who value strong visual sensibilities, while also marking a rare milestone not only for Kixx but for the lubricants industry as a whole.

Bringing together the past, present, and future, “The New Kixx” ultimately serves not only as an archive of the brand’s 20-year journey but also as a meaningful way to communicate Kixx’s core values to consumers. Each chapter invites readers to explore Kixx’s history and future endeavors, offering a deeper look into the journey that defines the brand today and the vision that shapes tomorrow.

 

Inside ‘The New Kixx’

The Past: 20 Years of Achievements

Without the past, there can be no present or future. Before delving into the present and future of Kixx, the storybook “The New Kixx” first reflects on the brand’s 20-year journey through a series of chapters.

“Milestones” traces defining moments over two decades—from the brand’s launch in 2005 to its global expansion and the introduction of its sustainable products lineup. The most recent 2025 brand renewal is also presented as a new chapter in this timeline.

“Company Highlights” presents Kixx’s major achievements in numbers. These snapshots capture both the brand’s rapid growth and its contribution to the lubricants industry.

 

The Present: The Brand Today

After reflecting on Kixx’s 20-year journey, it is only natural to wonder about the brand as it stands today. “The New Kixx” captures this very moment, unfolding through chapters that speak to what Kixx is today.

“Brand Personality” introduces the three defining qualities of Kixx, while “Our Core Values” presents interviews with employees and a customer who share how they put the values Kixx pursues into practice.

From there “Kixx Products” showcases the brand’s wide-ranging lineup, and “Kixx Technologies” highlights the cutting-edge developments that power solutions for diverse customer needs across vehicles, industries, and beyond. These sections underscore how Kixx’s innovations continue to support everything in motion.

“What Our Customers Say” shares customer views on Kixx, while “Kixx Facilities” introduces the brand’s major plants. Together, these and other sections let you explore the various chapters that represent Kixx today.

 

The Future: The Brand Renewal and Vision Ahead

The storybook also looks to the road ahead, presenting the brand renewal as a new starting point for Kixx.

“The New Kixx” introduces several aspects of the brand renewal, including the redesigned logo, updated packaging, new slogan, and more.

“Next-Generation Lubricants” showcases the technology advancing the future, including immersion cooling fluids and biodegradable lubricants.

“Humans of Kixx” features interviews with key brand personnel who have shaped Kixx into what it is today. While these conversations touch on the past, their key insights lie in their reflections on Kixx’s future vision and how the brand will evolve.

 

The full story of “The New Kixx,” which traces Kixx’s 20-year journey and points to a new beginning, is available here.