Circle
Sidra
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Sidra

Sidra is the convenience store chain that complements the fuel retail offer of Woqod (meaning 'fuel') in Qatar. The strategy for the stores was to create an environment providing new standards in convenience retailing within the region. Clever planning allows Sidra stores to maximise the retail space, whilst offering a bright and easy-to-navigate environment. The name and logo come from the Sidra flower, found in the local desert, whose berries provide welcome food and hydration. This image is used in a highly contemporary way to create a consumer-friendly identity that supports the retail identity of the fuel offer. Circle designed every aspect of the architecture and interior design, including a bakery and an Internet café where customers can oversee their cars being serviced. The detailed design included planning customer flow, product zoning and adjacencies, architecture, signage, gondolas, uniforms, packaging, promotions, counter design, materials, finishes, detailed drawings, guidelines and prototyping.

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