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As petrol prices
in most states hit record highs, one petrol station company is
driving a name for itself through the promotion of its environmentally
friendly and cost effective fuel.
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Evolve’s
branding used colours and imagery that reinforced
the brand’s “clean” image
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The first Evolve fuel station was opened by
Queensland Premier Peter Beattie in Brisbane’s Mount Warren
Park in October last year and another four stations on the Gold
Coast were opened in January this year. The stations promote
their range of fuels, containing 10% ethanol, which is a renewable
fuel that many believe could significantly reduce our dependence
on
petroleum-based
fossil fuels.
The station grabbed the headlines when they
offered the environmentally friendly, cleaner burning fuels for
9c a litre for a limited time "dubbed April Fuels Day" causing
gridlock on one of the Sunshine State’s
major roadways.
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| Picking up
at the pump provides an additional communication point with customers |
Fugu
Design developed the branding strategy for Evolve from the beginning,
involving everything from the naming of the stations and fuels
through to brochures and the website. A major part of the branding
was the interior and exterior signage including petrol bowsers,
price boards and awnings.
“It was necessary to convey the environmental
intrinsic worth of the fuel, which was achieved through the use
of the vibrant green and the sky blue in the logo,” said
Ray Pittman, Fugu Design Project Manager.
Ray said that in today’s competitive environment fuel stations
are more than just fuel stations, doubling as convenience stores
as well.
“Rather than try to compete with the convenience side of
things, we have tried to create customer loyalty through consistent
reminders
of how using renewable fuels helps the environment and local industry.
With this in mind the word “Choice” is used in all
of the main signage,” said Ray.
“This emotive positioning lets the consumer feel good about
something as mundane as filling their fuel tank.”
The company also practiced what it preached
and used environmentally friendly products wherever possible in
the fit out and signage. This included Ecotex™, the green
alternative to vinyl billboard skins which contains 95% less PVC
than vinyl banner materials and less than 3% chlorine.
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| Consistent branding was extended
from the exterior signage to the interior fit out |
Evolve
is taking the niche in a fierce market where competitors dot main
roads
and highways. The combination of an environmentally friendly alternative
product, strategic all inclusive marketing and the high impact
designs and signage are sure to give Evolve a state of higher being
in the
fuel industry. The result is a clean, green, powerful approach
to fuel station marketing.
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Flash Photobition: Xavier Gonzalez, ph. 07 3620
7600, email xavier.gonzalez@flash.com.au
Fugu Design: Ray Pittman, ph. 07 3666 0077, website www.fugu.com.au
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