Repsol
Repsol is a Spanish multinational energy and petrochemical company based in Madrid, with over 25,000 employees worldwide. In the 2022 Forbes Global 2000, it ranked as the 320th-largest public company in the world.
As part of a shift in its strategy and business model, Repsol began the undertaking of a complete brand identity evolution. This huge project was spearheaded by Saffron Brand Consultants alongside a suite of creative partners: Dalton Maag, Future Deluxe, Accenture Song, Nula, Erretres, Picnic, Fuego Camino Conmigo, Soulsight, and LLYC.
At BeClay, we were responsible for developing the entire library of 2D illustrations for the brand.
Client:
Year:
Repsol
2025
The illustration style is characterized by casual strokes and irregular shapes. Sections of solid color (in the form of a gradient) are used to emphasize the most important element or action.
In the smaller illustrations, the framing has been enlarged in order to reduce environmental/contextual complexity, allowing us to introduce eyes and a mouth to characters. It also allows for the personification of objects or natural elements, such as the sun.
Regarding the color palette, the gradient is composed of electric yellow, pale pink, and orange. Light orange is used for shadows in large illustrations. A navy is used for lines and certain small points in order to create contrast.
We have two types of illustrations: Micro-illustrations and Illustrations. Micro-illustrations are more iconographic, while Illustrations are used to show more complex environments. Micro-illustrations do not use the light orange color in order to simplify details.
The full-body character design is characterized above all by long legs and simplified faces and hands. In specific cases, fingers may be added (hands with four fingers).
The lines/strokes are loose and casual, with some texture. Perfect shapes are not sought, and corners are rounded to continue the organic style.
The project in its entirety consists of 233 micro-illustrations, 35 illustrations and 11 characters, covering all the needs of a major brand such as Repsol.
Let’s work together
For project inquiries, please fill out our contact form or send an email to hello@beclay.com
