Prima Reksa Internusa: Building a Clear Digital Presence for an Established Industrial Lubricant Distributor

The Challenge: Translating Established Industry Credibility into a Digital Presence

Since 1999, Prima Reksa Internusa (PRI) has distributed ENI Lubricants in Indonesia, serving businesses across mining, construction, marine, manufacturing, and fleet operations.

For years, PRI built its reputation through long-standing relationships, reliable service, and word of mouth. Yet without a dedicated digital presence, much of that experience and credibility remained difficult for new customers to discover.

The challenge was therefore not simply to publish company and product information, but to create a digital presence that felt distinctly PRI—one that reflected its reliability while making its capabilities easier to understand and access.

The Strategy: Structuring Product Expertise Around Customer Needs

We approached the website around the way PRI’s customers actually search for lubricant solutions.

Rather than presenting ENI’s extensive lubricant range as a conventional product catalogue, the website organizes products by industry and application. This allows customers to quickly identify solutions relevant to their operational needs without navigating through unrelated products.

The information architecture also brings together the full range of industries PRI serves, giving both existing and prospective customers a clear entry point into PRI’s expertise.

Visual Manifestation: A Technical Website and Key Visual System Built for Clarity

The visual direction translates PRI’s technical expertise into a clean, structured, and professional digital experience.

Dedicated key visuals and industry illustrations help communicate different sectors and applications more intuitively, giving technical information greater context while strengthening PRI’s own visual presence beyond the ENI product brand.

The responsive interface was designed to work seamlessly across devices, while a structured CMS enables PRI’s internal team to efficiently manage product information, specifications, and future updates as its portfolio evolves.

Strategic Impact: Making PRI’s Expertise Easier to Discover and Navigate

PRI’s first dedicated website establishes a stronger digital foundation for the business—making its experience, market coverage, and product expertise accessible to a broader audience. More than an online catalogue, the website turns a complex technical offering into a clear customer journey, strengthening PRI’s credibility and making it easier for customers to find relevant lubricant solutions.