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Saudi fuel and auto service retailer Sasco, approached Circle with a challenge to overhaul their brand and create a new vision for their ageing network of highway sites across Saudi Arabia. With the most comprehensive countrywide network of sites, the new management team at Sasco realised that significant investment in the brand and infrastructure was needed to rebuild customer loyalty and provide growth for the business. Circle developed a brand strategy for Sasco to redefine its multi-faceted brand as the 'Driver's Choice'. Once established, a new brand identity was created for the corporate and fuel brand. The fresh face of Sasco includes a dramatic new retail identity that can be applied to new build sites and retrofitted to existing sites in the network. A distinct sub brand, Palm has also been launched for the convenience store offer, and will take prominence on 'rest' sites that do not offer fuel for sale. The new Sasco offer will provide Saudi customers with large highway sites offering fuel, convenience stores, motels, mosques and a range of vehicle services. Sasco are clear leaders in this sector of the market and the new brand will raise standards to new levels in customer service and retail experience.


Developing an entire suite of brand communications for Emarat.

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Sasco Palm

Refreshing reasons to stop at the new Sasco Palm c-stores.

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Gulf Fuel

Branding for a new lubricant retail brand 'ULTIMO GT' that has distinct consumer friendly appeal for the UK market.

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