Case Study: Alliance achieves a more competitive, sophisticated retail brand with Minale Tattersfield

Alliance improves ROI and expands station conversions with Minale Tattersfield

Alliance, a leading Russian fuel brand, faced the challenge of a lackluster brand identity that was uncompetitive against rivals like Rosneft and did not reflect the company's mature, sophisticated nature. To address this, they appointed the design strategy group Minale Tattersfield in 2010 to refresh their corporate and retail identity.

Minale Tattersfield created a more engaging and contemporary visual identity, introducing a bright green color to complement the existing turquoise. This reinforced the brand's "green" statement and better showcased its premium fuel, Green Eco. The solution included updated forecourt architecture and convenience store design. The new look resulted in encouraging trade and an incremental improvement in ROI, leading Alliance to convert more gas stations to the new design.

Alliance