Circle
Fuel retailing

Fuel retailing

In an increasingly commoditised market, fuel retailers have to work hard to create any kind of brand loyalty. Buying fuel is often viewed as a 'distress purchase' (alongside fixing a breakdown or paying for a funeral) - you don't do it unless you're forced to. However, it's possible to design a very different kind of brand experience. Circle specialises in creating fuel brands that draw people in, and keep them coming back. We work with retailers to define a strategy that focuses on what customers in different locations want and need. We help create a clear idea of what the brand is and why it's different. Then we follow this through in the design, creating clear, well-planned, well-lit forecourts and shops, and making the brand come alive through bold identities and vivid communications.