Context & Challenges
We defined an inviting place that offers a mix of services and urban curation while expressing the essence of a unique brand: Multitask Select Food. To consistently translate the brand's spirit into an identity, we rely on the values of the Shell brand as a starting point. We created a brand universe that transforms the gas station environment into a welcoming destination. From the parent brand grid system, we created a versatile toolkit that alludes to food and uses the square-shaped graphic element in several ways: as an arrow that points, guides, selects, highlights, and organizes the hierarchy information and spaces; as a standard that adds modularity and contains a new verbal language that is more friendly, more inviting, less imposing. In short, all the elements come together to create a new concept for convenience stores and, combined, help build a unique personality for Shell Select.
