Reesh
The Future Is Green: A Saudi Gas Station Moving Towards Sustainability And Efficiency
Project Type
Branding
Location
Saudi Arabia
Industry
Services
Challenge
Reesh, a Saudi Arabian gas station brand, introduced electric vehicle charging stations in its efforts to encourage electric cars and trucks to go mainstream around the Kingdom, and in the hopes of addressing the climate change problem with green energy.
They commissioned Blue Hat to create a branding strategy that translates their business goals and aims into a seamless experience through different touchpoints.
Intervention
Our team began the project by researching the industry and market trends both regionally and internationally to be able to capture any lessons to learn. We also tapped into ethnographic research by conducting interviews with different segments of the target audience (locals and expats) in order to identify the main pain points and bottlenecks of the gas station experience.
One of our most interesting findings during our ethnographic research was the fact that “gas stations are one of the least enjoyable errands Saudi people have to do.” Almost all users described the chore as unbearable and it is the thing they dread the most, due to several factors including cleanliness, lack of services, traffic, timing, and in general the whole experience. Those specific insights gave our team an idea to flip the switch on the gas station industry in Saudi Arabia, by actually making people look forward to the experience.
With that insight in mind, we finalized research and started defining the target audience demographics, customer journeys, brand personality, style, and values to ground the brand’s ethos. As the final step of the branding strategy we created the brand tangibility where we devised different solutions to Reesh’s offerings, environment, communication and behavior that respond and cater to the needs outlined in the research.
Results
The main solutions we recommended all centered around creating moments of delight for Saudi customers. We wanted to reverse the assumption that gas stations were enjoyable and so we traced the pain points of the customer journey from the start to the end of the gas station experience. Our solutions started with led-lighting lanes to separate the different services, such as gas pumps from the tire changes to avoid congestion at the entry of the station. We created different checkpoints for car mechanic stations, tire, and battery replacements for a quick service. Throughout we answered the problem of inefficiency by recommending a mobile app with a loyalty program for customer retention and ease of payment. We also recommend the installation of different services users may need such as an ATM, convenience store, coffee & food stop / drive-thru, designed restroom areas, and prayer rooms section.
For the branding identity, we were inspired by the name Reesh, which translates to ‘feathers’ in Arabic to connote speed and efficiency (one of the main issues in Saudi gas stations). The icon represents two abstracted floating feathers that are intersecting dynamically. The colors chosen are vibrant and contrasting to reflect dynamism, efficiency and creativity. The tilted movement of the icon gives a nod to “a speedy, and swift service”. Inspired by futuristic settings and imagery to reflect the modern and dynamic aspect of the Reesh gas station further accentuating its values of creativity, dynamism and efficiency.
People Also Viewed
Blue Hat™ - All Rights Reserved.