Case Study: Rosneft modernizes its retail brand with Minale Tattersfield

Rosneft refreshes 1,000+ petrol sites with Minale Tattersfield

Rosneft, a major petrol retailer in Russia, faced a challenge as consumer research found its brand to be perceived as dull, causing it to perform poorly against competitors and risk losing market share. To revitalize its image and strengthen its position, Rosneft contacted the design strategy group Minale Tattersfield after a competitive pitch for a strategic creative solution.

Minale Tattersfield revitalized the brand by modernizing its visual identity. The solution included making the signature yellow more saturated, replacing white with a modern silver, restricting the use of black, and introducing a vibrant orange "swoosh" to add warmth and vitality. This new Retail Visual Identity was implemented at over 1000 locations and applied to all corporate communications. As a result, Rosneft saw year-on-year growth in the profitability of both its core fuel business and its ancillary services.

Rosneft