Rebranding the petrol station network was one of the most challenging projects. It started with the naming, trademark research, legal analysis and ended with the design of a complete brand for petrol stations, restaurants and marketing communication.
The original name of the F1 petrol station network (later Free1) supposed to be replaced by a non-collision, legally sound designation. However, the client insisted on maintaining a certain degree of continuity. We proposed the name one1, a straightforward solution whose design was based on road markings, dividing lines and stripes.
This brand wants to be understandable first and foremost. It wants people to like and choose one1 service stations.
The minimalistic brand one1 tries to break away from the established conventions typical for petrol station design. Against the complicated colour scheme with gradients and stripes, it opposes a clean and utilitarian approach. Dominated red speaks for it self.
The design also included solutions for premium fuel labeling, motion design for pump displays and complete branding of the gas station space.
One1 is always first...
First on your journey, first on our minds... The marketing concept was designed with a focus on application simplicity to maintain a consistent, clear line of communication over many years. This allows marketing to easily respond to the changes the fuel world has been going through recently. When all cars are electric, one1 will be there.
We're the first to change...
