Case Study: Gazprom Neft achieves faster brand rollout and higher fuel sales with Minale Tattersfield design strategy

Gazprom Neft boosts fuel sales 40% with Minale Tattersfield

Gazprom Neft, the oil-producing subsidiary of Russia's largest gas producer, faced the challenge of rapidly establishing and unifying a network of petrol stations to gain market share. They commissioned the design strategy group Minale Tattersfield to create a strategy that would affirm the brand across both newly built and retrofitted outlets while also addressing the need to soften the company's image for international markets.

Minale Tattersfield's solution was to preserve the core Gazprom logo but introduce a welcoming, stylized flame as a secondary branding device and use lighter shades of blue and white. They implemented modular construction for easier logistics and used specific lighting and color-coded cladding to differentiate fuel and convenience store offerings. According to Gazprom Neft, this new branding and station upgrade rollout correlated with a significant sales growth, with the average volume of fuel sales per station increasing by as much as 40%.

Gazprom Neft