Sahara Oil fuels new brand identity

Minale Tattersfield Design Strategy Group is undertaking a major brand identity project for a West African fuel company.

Sahara Oil has engaged the consultancy to oversee its corporate identity, having created prototypes that have been applied to six stations in Ghana. These will now be used for each of Sahara Oil’s £100 000 ‘So Energy’ petrol stations, with plans to roll out 100 stations over the next two years.

The branding will extend to Sahara Oil’s website, corporate literature, brochures, communications and T-shirts, to sit alongside the retail design. Sahara Oil’s businesses include a series of organisations within the energy sector across shipping, oil storage and real estate.

The company is currently sourcing sites for its petrol stations, whose red and yellow colour scheme has been developed in ‘vibrant colours to help the petrol station stand out from those in Europe, for example’, says MTDSG partner David Davis. ‘Our designs for the stations are easy to build and reflect that these stations will need to be made locally,’ he says, adding that the stations’ colour scheme reflects the vibrancy and brightness of the African continent.

‘From a production point of view, we have created parts for the interior design which can be made in simple workshops and do not use difficult curves,’ says Davis.

MTDSG was appointed in summer 2005 by Sahara Oil directors Tonye Cole, Ade Odunsi and Tope Shonubi on the back of a series of retail identities for clients Lukoil and Thai Oil. The consultancy is also creating the identity for petrol stations for Russian brand Rosneft.

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