Wolf Oil Corporation: Product naming, branding

Wolf Oil Corporation: Product naming, branding

Client: Wolf Oil Corporation
Agency: Emakina
Project: Product naming, website, video, print, merchandise
Building on their success in the lubricants market, Wolf Oil Corporation decided it was time to develop their WOLF and CHAMPION brands.
I worked with the agency to define each brand voice, name the product ranges, write both websites and create full suites of marketing and promo materials.

Visit the Wolf site
Visit the Champion site


Below are a few products from the CHAMPION and WOLF ranges:



  • Celebratory bubbles for Little Butterfly London
  • Award for most original contest
  • The art of dehashing #words
  • #BrandCrush: Finery London
  • Undo concept – Behance portfolio
  • Onomatopoeia concept – Behance portfolio
  • Hotel concept – Behance portfolio
  • Freshly baked stories
  • Fall-in-loveable brand language
  • EAA website wins 5 awards
  • What can copywriters learn from collage?
  • Progressive economy in Europe
  • Posh Birds: language of ladies who lunch
  • Levi’s: the thread that binds the brand
  • Be inspired to greatness
  • Escape to the souq
  • Wire can tell a story
  • ING The Inside Story
  • The VIP of SEO copywriting