Thursday 11 October 2012

A is for Alliance

The new corporate and retail design for Russian fuel company Alliance
Russian fuel operator Alliance has just launched a new look for its 34th station in Khabarovsk, the 2nd largest city after Vladivostok in the Russian Far East. International design agency Minale Tattersfield was brought in to develop a new corporate and retail identity for the brand.

The new store design sports a striking orange entrance feature that also appears on an orange panel on the totem. The shop interior has also been modernised with a bright green and leaf pelmet design and timber look to create a customer-friendly ambiance.

LED lighting has been used throughout to maximize the opportunity to reduce maintenance and energy consumption.

The corporate identity has been transformed from a static and flat A symbol into something more eye-catching and modern. A three-dimensional ribbon device was chosen as a way of introducing a second colour, a bright green, which lifts Alliance's main turquoise colour, incidentally referred to as green amongst customers.

The Alliance premium fuel brand is also called Green Eco and the name now sits comfortably on the bright green ribbon texture, located above the pumps and below the logo on the totem.

Alliance's new totem design

The food-to-go concept has not yet been trialled across the Alliance network but the offer is available at Khabarovsk, their prototype station.

So far trade has been encouraging and Alliance plans to convert more gas stations with this new design over the coming months. Further information here: Alliance gas station No. 34 in Khabarovsk, Russia (in Russian)

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