Celebrating its 20th anniversary this year, Kixx, GS Caltex’s lubricant brand, has officially announced a comprehensive brand renewal. This initiative was designed to proactively respond to evolving industrial environments while reinforcing Kixx’s future-oriented values. The refresh includes an overhaul of the brand’s identity, slogan, and automotive engine oil product system. 

At the heart of the renewal is the new brand slogan, “Lubricating the Future.” This message reflects Kixx’s ambition to go beyond powering machines to smooth the world and contribute toward a better future. 

What’s New at Kixx: Highlights of the Brand Renewal 

Kixx has redefined its brand as a future-lubricating leader, renewing key brand elements such as its slogan, logo, packaging, and product system. The renewal delivers a unified and intuitive brand image and message to customers. 

Kixx has redefined its brand as a future-lubricating leader, renewing key brand elements.

1. Logo and Slogan Expressing Kixx’s New Brand Identity

The renewed logo retains the powerful and dynamic essence of the original while introducing smooth, curved elements that reflect the fluid nature of lubricants—adding a more modern and refined touch. The new slogan, “Lubricating the Future,” encapsulates Kixx’s progressive brand values and forward-looking vision. 

2. Simplified, Intuitive Product System and Name 

To enhance product clarity and improve the customer purchasing experience, Kixx has restructured its product system and naming categorization. Previously fragmented into several subcategories, the lineup is now unified under simplified names like GX for passenger cars and DX for commercial vehicles. Passenger car engine oils are now divided into two categories: the standard line and the new flagship line, for premium lubricants that emphasize Kixx’s advanced technology and expertise. Additionally, the performance grading system has been standardized into three tiers—9, 7, and 5—making it easier for customers to compare products.

An “As-is” category showing Kixx G1 A3/B4 and a “To-be” category showing Kixx GX9 Euro.

3. Upgraded Packaging Design 

Reflecting the new brand identity, Kixx’s packaging has also undergone a major redesign. The containers are now built with a more solid and angular form to emphasize durability, while the product labels have been finessed and sorted by product category through unified graphic colors. Information areas have been streamlined to reduce redundancies and improve communication, and a radial pattern graphic has been applied to visually express Kixx’s dynamic spirit, futuristic vision, and technological acuity. 

Experience the New Kixx Through Our Brand Film and Storybook 

As part of the brand renewal, Kixx plans to strengthen communications with customers through a variety of multimedia content that conveys its new message.

On August 1, the brand film was released on the official Kixx YouTube channel. Produced entirely in 3D, the film captures the futuristic image of Kixx through high-quality graphics and fast-paced, energetic storytelling. A sound logo at the end of the film reinforces Kixx’s identity through auditory branding. 

In an effort to connect with global Millennial and Gen Z consumers, Kixx has launched a new Instagram channel. This platform will share visually driven content tailored to social media, increasing brand accessibility and fostering a closer connection with a wider audience.

The brand storybook, “The New Kixx,” will also be published. Showcasing Kixx’s journey and future vision, it features rich storytelling centered on the voices of its employees. 

Through this brand renewal, Kixx is presenting a bold new vision while enhancing its competitiveness in the global market through technological innovation and sustainability. Kixx will continue to expand its role as a brand that lubricates the future by leveraging industry expertise and a readiness to face tomorrow’s challenges.