S-OIL created a commercial character ‘GOODOIL’ that embodied the unique identity of S-OIL in order to enhance the brand’s friendliness and form emotional bonds with customers. GOODOIL is a symbolic representation of good oil designed to promote public awareness of oil which could not be recognized properly due to its intangible invisible property.
The name of GOODOIL is made by combining two words of ‘good’ and ‘oil’ to promote the brand image and affinity. The name also sounds like a Korean name which makes customers feel friendly, and implies that S-OIL equals a good company.
We developed a new GOODOIL character that matches well with the lubicant business. It is designed to symbolize S-OIL’s lubricant business and highlight the image of Korean goods while maintaining a linkage with the existing GOODOIL character. The new GOODOIL character is a mechanic in green overalls embroidered with the Taegeuk mark, a traditional Korean symbol, with a spanner in hand.