Shell Deli Cafe
WTD in collaboration with Shell developed a coffee brand and a café environment for the non-fuel business of Shell Thailand.
Service
Branding & Interior Concepts
Client
Shell
Year
2017
Expresso
One of the concepts under expresso was working with an iconic symbol for racing the black & white flag. All application were developed to establish strong visual impact and close relation to the Shell brand value.
Breathing Space
This concept was developed to fully incorporate the research findings on what consumers want from a gas station/coffee shop environment. Research showed that light and bright atmospheres with comforting green trees and pleasant inviting and homely vibes are what they were looking for.
Deli Cafe Logo
The final meaning was to align with a Shell global gas station offer called Deli2go. For the Thai pilot project and considering that Thai consumers want a more premium experience at a Shell Station, the name Deli Cafe was agreed upon.
The following images show the final logo/identity designs for Deli Cafe executed under the two test concepts of Expresso and Breathing Space.
Full roll out after working with the architectural studio included CI, collaterals, signage, shooting of menu, in store communication , and outdoor POPs.
