Primax, the leading service station in Peru, decided to refresh it’s identity and develop a new retail experience for it’s tenth anniversary. Thus, we embarked on this new project, beginning our analysis with a costumer journey, which allowed us to detect the true needs of the user, and our client could understand what the brand needed and the market demanded: A significant change respecting certain brand equities.
During the investigation, we highlighted an important finding: The opportunity to humanize the brand. This would allow us to take Primax to a more personal level where it is perceived not only as a gas station, but as the companion that helps you accomplish your activities, day by day.
That is why we created the concept “Energy that generates energy”, which unifies fuel energy with human energy. Starting from this concept, we looked for different ways to reflect the synergy produced between the brand and the constumer, and that is how we arrived to the boomerang, an element that accurately reflects what we had in mind: synergy, power and agility. Based on this new icon, we developed the morphology of the main module, which charges volume in the form of a single clean and pure plate that is projected as a cantilever.
Bronze in Branding 2020
Jupio Ishiyama (Graphic designer) / Claudia Hidalgo (Project manager) / Paloma Estremadoyro (project executive) / Sergio Wullich (retail designer)
Graphic Designer: Paola Vecco, Studio Team