Within the Shell Service Stations around South Africa, there are several sites owned by private individuals. These sites have standard Shell forecourt configurations with branded canopies, petrol pumps and traditional branding. However the convenience retail offering are ungoverned and Urban Bru is such a site. The location of the site was the main source of inspiration for the concept and the task was to create a cool environment, durable and clearly communicate the product offering to entice sales and improve traffic into the store.
Feel free to contact us if you require graphic and retail interior design for a forecourt, branded canopies, convenience retail shop or quick service restaurants.
THE BIG IDEA - We used Johannesburg city skyline as our visual language with the accent colour yellow to tie into the Shell forecourt setting. Importantly we emphasized the use of large typography to communicate the offering and this created the backdrop to the general store space. Part of the challenge was to use existing elements of the current store which had to be considered in our approach and strategy. Ultimately we encouraged a ‘clean-up’ methodology. We applied new fixtures, visual graphics, additional lighting and coherent signage items, with a rational plan to merchandise and in-store adjacency.
THE IMPACT - Considering the current offering within convenience retail, Urban Bru is different: it’s bold and direct. The messaging is simple with a wide range of products in a environment that has context and value in its urban surroundings. The visual language is dynamic and illustrative of the concept. We feel this strong design sets Urban Bru apart from its competitors and provides a surprise factor in the customer path-to-purchase.