The UK’s leading motorway services operator Granada Hospitality is rebranding its service areas. Its new logo was unveiled on Monday at a new site in Stafford. Both branding and interior design for the pilot are by Pentagram, which also managed the project.
The eight Pavilion service stations which Granada took on through its takeover of Trust House Forte will also be rebranded in the Granada concept, bringing the total number of sites up to 30.
Stafford features “state-of-the- art” design, according to Granada marketing services manager Maggie Mayhew. Interiors are by Pentagram partner Daniel Weil while his partner John McConnell created the red G marque and directional signage. Fashion designer Jeff Banks was responsible for staff uniforms, 20/20 designed the shop and Nucleus Design created promotional material.
The objective at Stafford is to enhance the experience and add value without increasing the budget, says Jane Simmonds, Granada marketing manager.
Pentagram avoided the traditional use of carpet in service stations and introduced a black and white floor in the kitchen and wooden flooring in the dining area, which is dominated by a 6m-diameter silver cylinder reminiscent of an ocean liner’s funnel.
“It starts to question what has been holding back design in motorway service areas,” Weil says of the concept.
If this outlet is successful, “elements of Stafford will be built on and evolved for new sites”, says Simmonds.
Nucleus has worked on point-of-sale material to launch the Stafford services, and literature and stationery for the newly refurbished Granada Lodge at Stafford. Bathrooms and bedrooms for the lodge have been refurbished by freelance designer Julie Barker.