AVIA Eat&Go rebranding
Visual communication and POS system for gas stations and the food zone
AVIA is a Swiss fuel brand with a nearly century-old tradition, bringing together about 3,200 stations in 15 countries in Europe. On the Polish market, the network has been dynamically developed since 2016 by the UNIMOT Group, which currently already has over 140 modern facilities. AVIA stations stand out with modern infrastructure, high-quality fuels, and innovations that make life easier for drivers, such as the AVIA GO loyalty app. Customers can also take advantage of a rich and appetizing gastronomic offer there within the Eat&Go food concept.
Client's business goals
- Creating a coherent and clear customer journey, which leads from the first contact on the station’s driveway (forecourt) right to the interior of the station and the checkout zone.
- Designing a visual communication system (Key Visual) that is consistent for AVIA and Eat&Go, easy to adapt, and coherent across all channels at the station and in digital.
- Combining branding consistency with the simplicity of operational implementation, which will make daily display management easier for the brand team and optimize the production costs of POS materials.
Our proposed solution
- The process of creating the visual communication system was preceded by an analytical and strategic stage (analysis of Eat&Go and competing brands’ communication, analysis of customer behavior at the station, and strategic workshops with the AVIA marketing and sales team).
- Based on the developed brand strategy, we created 2 initial creative concepts. We tested the developed directions in terms of readability and the layout of the hot-dog zone, as well as the prioritization of messages (division into must have, nice to have, and foreground and background), to select the final visual language that best reflects the character and values of AVIA Eat&Go.
- We developed a Key Visual and copywriting guidelines.
- We developed visual guidelines for photo shoots (look&feel, framing, and the method of appetizingly presenting the gastronomic offer).
- We designed graphic materials, including a complete, modular set of POS media for the outdoor zone, shop, coffee corner, and checkout (including, among others, billboards, pylon wraps, digital signage screens, price lists, and promotional stickers).
As MOX!E Creative Agency, we executed a comprehensive project focused on branding consistency, improving the shopping experience, and operational optimization of the station. We designed a visual communication system (Key Visual) that is consistent for AVIA and Eat&Go, easy to adapt, and coherent across all channels at the station and in digital. We combined branding consistency with the simplicity of operational implementation, which will facilitate daily display management for the brand team while optimizing the production costs of POS materials.
