CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

DESIGN CREDITS

Creative Director

Gabor Schreier

Design Director

Matt Atchison

Implementation Designers

Alessandro Mattioni

Client Lead

Turgay Adiyaman

Account director

Luz Erhardt


TAGS

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LINKS

Saffron Brand Consultants
Ipragaz Go

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CLIENT

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.


BRIEF

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.


APPROACH

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.

We worked with Saf­fron on devel­op­ing our new brand GO. Saffron’s team accu­rately recog­nised our needs and rec­om­mended the right solu­tions with the utmost clar­ity. In fact, they under­stood us bet­ter than our­selves. We are grate­ful for hav­ing had such vision­ary part­ner dur­ing this whole process. — Eyüp Aratay, Gen­eral Man­ager at Ipragaz

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