New Brand for Energy Company Startup

Apricus Enterprises Inc. is a brand new company however the founding member had extensive knowledge and experience in the field and running operations for a multi-national commodity trading company. After leading efforts in South Texas for many years our client was “Driven to Venture Forward” and seeing an opportunity in the Marketplace and a need for his knowledge and experience decided to start his company and in the wake of COVID-19 took on the risk of creating a new venture.

As a new company large amounts of capital was at risk for success in the new venture. Additionally being Apricus Enterprises is situated between the seller side and buyer side of Energy and commodities trading they are entrusted with professionally handling commodities through their Logistics systems from field to Market safely and competitively. This meant branding needing to speak two differing audiences, both at the field level as well as Vendors and trading partners.

The term “Apricus” means exposed to the sun and or sunny, naming was selected by the founder with personal meaning to them. After careful consideration we worked to create a logo that incorporated the word meaning as well as also instill trust confidence and express the years of expertise and experience our client has. We chose a deep blue, gold and white as primary colors with a gold circular path with sharp angles representing the sun as the name implies. We selected a functional tagline “Bringing American Commodities to Global Markets” being the nature of the work can be unclear to some. There are many Energy sector companies that offer logistic transport only or higher level trading. With Apricus Enterprises they handle both so the tagline is intended to be both inspiring and functional. We wanted to convey the pride in delivering American made energy as well as remove any ambiguity as to the nature of their services. A longer version of the tagline is included for specific uses which also includes a Value proposition led statement which adds “by Impowering Local Producers through Innovative Logistics Solutions, Proven Expertise & Strong Relationships.”  All brand messaging is intended to convey the core values we identified as important to our client. 

Upon creating the new Logo and Brand messaging we created a few items needed to get up and operational. These included business cards, an office front banner, some basic outfitting and promotional items functional signage and basic fleet graphics. More is yet to come from the new and innovative company!