Work Halo

Launching a product at pace: translating a founder’s vision for race-winning brake fluid into reality

Creative Digital

A generational journey

For nearly 50 years, Orthene has pioneered brake fluid technology for clients that include many of the world’s major oil, lubricant, and braking brands. When Lloyd Ker, grandson of the inventor of modern brake fluid, conceived a revolutionary new Orthene-owned brand, the challenge was clear: create a distinctive visual identity and launch strategy worthy of this game-changing product.

Three generations of brake fluid expertise

Building the brand identity

The journey began with Lloyd's bold vision: a striking black and pink aesthetic designed to challenge industry conventions. From this foundation, we rapidly developed the brand's cornerstone elements - the bottle and carton design - while delivering on the go-to-market strategy encompassing print collateral, advertising, exhibition materials, merchandise, social media assets, race livery, and sales tools.

The evolution of the the bottle concept

An identity built on 50 years of heritage

Whilst distinctiveness and personality were key to the brief, drawing on the heritage of the parent brand, Orthene, was vital. Whilst each brand is unique, we were mindful to retain the threads that bind them, such as the striking pink colour and existing typography. Signing off with reassurance, Orthene remains part of Halo’s logo lock-up to instil trust in the otherwise new brand.

Front and back design of Halo business card

The digital presence

The website serves as a global hub to support the distribution network, while clearly communicating product benefits and USPs. Dynamic animations and transitions reflect the brand’s energy and help to create an engaging digital experience that embodies Lloyd’s original vision.

A suite of collateral, including Canva

Working closely with the marketing team, we developed a comprehensive suite of Canva templates for social media, sales, presentations, and print materials, ensuring consistent, professional branding across all touchpoints. We've also navigated complex international requirements, from Japanese labelling to territory-specific regulations, ensuring global market readiness.

“We've been impressed with the work Salad have done for us since they first came on board - at short notice and with very tight deadlines. Subsequently they’ve become a trusted partner and advisor for many of our design and creative projects. Tasked with turning our vision into a standout, premium design that would break away from the usual category norms, they delivered results that met and exceeded our expectations.”

Andrew Banham

Marketing Manager

Our work has just begun

Blazing a trail in the industry, Halo P1 isn’t just about demanding attention but owning the track – literally and metaphorically. With a clear vision and roadmap, we’ve only just got started. With more products in the pipeline we are delighted to be supporting Halo to meet their goal to become the racing brake fluid brand of choice for the global motorsport industry.

“Beyond the high-quality design deliverables, what stands out most about Salad is their approach to working with us. The team is friendly, approachable, and always ready to go the extra mile to make sure every project is a success. Salad have proven themselves to be a valuable partner who understands our goals and helps us to achieve them.”