On the go and across the world. 

Working with shell since 1996, we have gained a unique understanding of both the brand and the business. We act as its global brand guardian across the retail portfolio – critical to delivering its retail strategy of generating equal revenue from fuel and non-fuel by 2025.



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Creating a leader in convenience retail

We developed the Shell retail offer to transition from a distress purchase to a destination that increased footfall, dwell time and basket size, supporting local markets in the rollout of a global design standard that delivered against Shell's strategic ambitions.

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Deli by Shell brand experience

Alongside the creation of Shell Select ‘Gen5’ store format, we developed the fresh food and drink offer, Deli by Shell. Revitalising the customer experience, while at the same time ensuring that it is sustainable, digital and flexible enough to work across more than 30 markets worldwide.

The result is a Deli brand experience that changes perceptions of Shell as a convenience retailer, creating a more dynamic food offer that can be tailored to meet local market needs.

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Brand guardianship

Additionally, we work across a range of Shell sub-brands globally, including Energy, Fuels, Lubricants and Motorsport. Our work includes a brand check service Retail On Brand (‘ROB’) to manage global consistency of the brand via an online portal.

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Brand Signatures

We developed a series of brand signature elements that reflect Shell’s ambition and purpose, which could be applied across the key points of the user journey.

We created a series of compelling activation touchpoints that engaged audiences and communicated Shell’s commitment to a low-carbon future.

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Get in touch.