Circle
Saudi Fuel

Saudi Fuel

Following a restructure, Saudi Fuel changed its name and set out to build a new brand that could lead the Saudi fuel retail market. Competitor retail offerings were tired, unreliable and inconsistent, so Circle helped Saudi Fuel establish a set of mould-breaking values - honest, friendly, Saudi and leader. We created a brand identity to communicate this confident personality, using a bold orange colour palette. The architectural scheme was inspired by traditional Saudi architecture but given a distinctly modern twist, and applied to the canopy, convenience store, vehicle repair service, car wash and a mosque. We also designed retrofit solutions for existing service stations to bring them up to the same standard. Circle designed every aspect of the experience, from detailed drawings through to uniforms, vehicle livery, promotional materials and the convenience store brand 'Alwan'.

Saudi Fuel

Repositioning a national brand for a new era of growth.

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Alwan

A convenience store that complements Saudi Fuel's main offer but with the potential to stand apart.

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