The second largest and most important subsidiary of the global giant SHV Energy. For decades it has been the leading LPG (Liquefied Petroleum Gas) supplier in Turkey striving to satisfy customers’ new needs.
With the Ipragaz name so strongly associated to LPG, Saffron was tasked with creating a consumer-facing brand able to provide an appealing yet distinctive experience in a market where big international brands were already well established. This meant creating a brand that visually and conceptually separated the automotive gas stations from the existing Ipragaz service portfolio—and from its new competitors.
We created the name GO, the core concept, and the visual style. As well as partnering with architects Malka+Portús to build a service station designed as a place to escape the rigours of the road and even enjoy filling up. The electric green on slate grey color palette was created to challenge the somewhat predictable visual codes of the sector. Through such design we created a unique experience that covers every aspect of a consumers interaction with GO—from the sign on the highway to the sign in the restroom, and everything in between.