Case Study: Petronas refreshes its retail brand and convenience store network with Minale Tattersfield

Petronas rolls out a RM200 million retail refresh with Minale Tattersfield

Petronas, the Malaysian energy company, engaged the design strategy group Minale Tattersfield to evolve its retail brand and convenience stores. The challenge was to modernize the brand to ensure another decade of market prosperity, compete more effectively in retail, and present a dynamic image consistent with the company's growth, all while retaining the trusted brand equities recognized by its existing customer base.

Minale Tattersfield implemented a comprehensive rebranding and redesign solution. This included a refreshed convenience store interior, a more modern and flexible layout with a proper food-to-go offer, and a rationalization of exterior signage. The vendor's strategic design decisions, such as creating ordered communication spaces, enhanced the customer experience. Following positive consumer feedback, the new design became the prototype for a network-wide rollout, leading to a measurable RM200 million investment by Petronas.

Petronas