Essolene enamel sign, circa 1950.
Double sided.
 
Postage (UK mainland) £9.95
 
Essolene was a branded gasoline launched by Esso (Anglo-American Oil Company) in the early 1930s. Promoted as a premium, “guaranteed pure” fuel, it was marketed as delivering improved mileage and smoother engine performance.
From the 1930s through the 1950s, Essolene was widely advertised, often recognized by its bold red, white, and blue color scheme displayed on gas pump globes and signage.
Key Historical Highlights of Essolene:
Origins: Debuted around 1933 as a distinct Esso fuel brand designed to stand out in a competitive marketplace.
Marketing: Touted as “Guaranteed Pure Petrol,” with claims of enhanced mileage and reliable performance, particularly for summer driving.
Brand Identity: Known for its patriotic red, white, and blue imagery, frequently appearing on vintage circular, metal-bodied pump globes and prominent service station signs.
Legacy: Today, Essolene lives on mainly through collectible memorabilia—such as retro aluminum and enamel advertising signs—popular in garages and man caves.
Transition: By the 1950s, the Essolene name was gradually phased out as Esso streamlined its branding, eventually consolidating under the Esso and later Exxon names.