Reimagining the future of forecourt retail

Brand and environment strategy / research and insights / brand identity / store design / customer journey mapping / communications / brand guardianship

Elevated authority on food and convenience

Ireland’s leading forecourt retailer, Maxol, needed to evolve its ethos in the fast-growing market of convenience food service. Post-recession and in the face of increased competition, they needed to grow their ‘foodie’ appeal to connect with and win a new customer, including more affluent premium professionals, as well as existing loyal shoppers.

We transformed the visual language of the brand, shifting the focus from an expected forecourt shop with a ‘good enough’ food offer to a ‘go-to’ destination for great quality food, coffee and convenience. A new earthen colour palette speaks to the craft of their revitalised fresh food offer and premium quality whilst small bursts of high energy tones add a vibrancy to the warm environment of oak and steel cladding. With an intent to invigorate the brand aesthetic and dial up their authority in food and convenience, we designed a personality that’s warm and down to earth, just like Maxol. Communications are simple, direct but also bring a a touch of fun and conversation throughout the stores.

Differentiation with purpose

Our energetic and inviting new store design reintroduces Maxol as a modern food brand with a distinctive personality. It houses clear destinations, signature touchpoints and food ideas, underpinned by a logical journey flow.

With a nationwide rollout successfully delivered, the platform has been established to herald in a new range of own-brands such as ROSA Coffee, that further increase the perception of quality for the brand and its foodie credentials – unprecedented before TapCreative’s refresh.

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“The new brand identity was developed in 2018 to help reposition Maxol from being known as a forecourt brand to a convenience retail foodservice brand. As a result, it has helped us attract a younger audience, more females and establish our quality fresh food credentials, whilst creating a modern, innovative store experience that appeals to our customers. Tap Creative’s role in evolving the brand in our stores has been pivotal to our success over the last three years and into the future.”
Caroline Burton
Head of Marketing, The Maxol Group
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