While working as part of Conran Design Group’s Shell retail team, I helped create Shell’s new identity for its Deli brands: Deli by Shell, Deli2go and Delicafé. With the credentials of ‘Quality, Tasty and Fresh’ at their heart and a focus on health and wellness, sustainability and provenance, Shell’s Deli brands aim to reposition Shell’s non-fuel retail offer and to become the on-the-go food and drink brand of choice for motorists. ©Conran Design Group.
Our aim: to change perceptions in forecourt retail.
Quality, Tasty, and Fresh are the brand’s main ingredients to deliver Delicious!
Deli by Shell brand animation 2018.
I was part of the design team that created all aspects of the brand’s visual language.
I was key in developing the brand guidelines, specifically the brand mark, detailed photography and photoshoot guide, as well as packaging system.
Customer touch points were identified and informed all aspects the Deli Offer customer journey.
Mapping Deli Offer POS to high, eye, and buy system of in-store communications.
Deli by Shell, Singapore.