The petrol forecourt urban retail landscape is changing and new emphasis is being placed on branding and design, the quality of the retail store offer alongside, digital apps and fuel brands. Retail spaces will become more attractive both to customers and to a range of high street brands looking for exposure.
In view of the above, the marketing executive of the Western Oil Group (WOG) in Kiev, Ukraine developed a brief for their Sun Market stores which are located on WOG petrol forecourts.
Three forecourt formats were identified for change: The Motorway (with a 150m2 sales area), the Urban (with a 100 m2 sales area) and the Urban reduced (with a 50-60 m2 sales area).
WOG management wanted to be seen as a confident brand, a challenger to it's larger rivals and reflect a shift to a modern, coffee and food retail operation.
What we did for WOG.
Working closely with a steering group put together by the Managing Director of WOG for the project, the CampbellRigg creative team presented strategy, branding, retail design, merchandising and format planning solutions. Following the input from key WOG stakeholders, and latest customer feedback concerning the brand, the proposals were then developed to a final stage and a presentation was made to the Board of Directors.
The ideas covered a spectrum of design directions, from the conservative to the most progressive and innovative brand and format planning solutions.
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