Vivo Energy

A unifying brand for Shell’s African downstream business.

Vivo Energy, a joint venture between Vitol, Shell, and Helios, was created to take over Shell’s downstream business across Africa. With ambitious growth plans, it needed a unifying name and identity to energise teams, build trust, and connect with diverse markets and millions of customers daily.

We named the company Vivo Energy — a reflection of life, vitality, and forward momentum. The brand system features a dynamic logo, vibrant colours inspired by Africa’s diversity, and scalable visuals applied consistently across everything from oil tankers to uniforms.

About the project

The challenge was to create a brand that felt both local and pan-African — capturing the vibrancy of diverse cultures while delivering the credibility of a global energy leader. The name Vivo, derived from the Latin for “life,” encapsulated energy, vitality, and progress, while being easy to pronounce across languages and markets.

Visually, the identity system combined bold, uplifting colours with a dynamic symbol that conveyed movement and forward drive. Applied to everything from service stations to fuel cards, uniforms, and oil tankers, the brand reinforced trust and recognition at every touchpoint.

Since launch, Vivo Energy has grown rapidly, expanding to 28 markets with nearly 4,000 service stations and serving around 2 million customers daily. The identity became a powerful symbol of vitality, progress, and partnership — uniting employees, partners, and customers across a vast and diverse continent.

Client
Vitol / Vivo Energy

Sector
Energy

Disciplines
Naming
Brand Identity
Digital Experiences
Editorial Design
Illustration
Environmental Graphics

“Since launch, Vivo Energy has expanded to 28 markets with nearly 4,000 service stations serving around 2 million customers daily, becoming a powerful symbol of progress and vitality across the continent.”

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About

Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.

Learn more

Aesthetic Works

Unit 4.01, The Tea Building
56 Shoreditch High Street
London E1 6JJ

hello@aesthetic.works
+44 (0)20 8242 1509