In collaboration with Yellowwood Brand Architects as strategists, BRAND DNA produced an evolutionary design solution for the Engen forecourts and convenience stores.
There was a need for the brand to to become more monolithic thereby bringing Engen back into focus and maintaining Quick Shop and 1 Stop as sub brands.
1Plus and Truck Stop were two sub brands added to the portfolio to differentiate brand offering to the market.
A detailed competitor analysis was completed to ensure that the design outcome was unique and specific to Engen. The brand also faced a challenge with differing day and night projection [blue during the day and red at night]. This was standardised and a consistent form language was enforced across all aspects of the forecourt and c-store elevation, derived from the graphic visual language. This ensured a visible and consistent form and shape identity in-line with the established and refined corporate identity and graphic guidelines.
The convenience store environment in the world today is no longer a second choice snack provider, but a competitive meal replacement stop and a serious competitor to established grocery retailers. The c-store interior was therefore designed to be complementary to the Woolworths plug-ins in the 1Plus offering, and elevate the experience for the motorist, providing a quality and contemporary appeal.