Blue Marlin points the way for Shell Retail with new convenience food brand Deli2go

Oil company Shell’s retail arm is poised to start rolling out its new food brand Deli2go, with branding and packaging design by Blue Marlin.

Shell Retail, which runs more than 500 service stations in the UK, appointed rostered consultancy Blue Marlin to the job in November following a competitive pitch.
Shell briefed the consultancy to completely revamp its food range, previously called Re-fresh, and to make it ’modern and invigorating’, says Shell Retail global category manager for food, snacks and coffee, Markus Hofman.

In consultation with Shell, Blue Marlin came up with the new name Deli2go. It also created packaging for Shell’s chiller-cabinet food, hot drinks, juices and smoothies.

The oil company tasked the consultancy with creating retail merchandising materials, including posters, shelf strips and window banners, which feature arrows ’pointing’ the customer to the food, says a Blue Marlin spokeswoman.

Blue Marlin global creative director Martin Grimer says, ’Deli2go is designed to put Shell at the forefront of contemporary food retailers, with a dynamic, directional design that is adaptable and makes the service station environment sunnier feeling.’

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