M36 gas station corporate identity
In 2017, the representatives of Business Petroleum LLP contacted VDS. This Kazakhstan company bought several gas stations in Astana and decided to bring them to the market under a new brand.
A comprehensive task was assigned to VDS experts – to rebrand the stations, with dramatic change of the style, color scheme of the gas station decoration, as well as the exteriors and interiors of the retail objects and to subordinate all the transformations to a single concept. According to the wishes of the Business Petroleum LLP Team, the new brand was to have a short and sonorous name.
The gas stations were designed in the style of American roadside cafes by analogy with the ROUTE 66 brand (one of the most famous USA highways)
Considering that Kazakhstan has a large highway M36, which passes through Nur-Sultan and along which several gas stations owned by Business Petroleum LLP are located, the ROUTE 66 concept was chosen, and the name of the new brand was the name of this track – M36.
Classic America Idea
VDS designers were inspired by ROUTE 66 which is the American image of the road and movement cult. The romantic heraldry of the sign, a shield on the road, is a trip of many kilometers and years. M36 gas stations look like waiting and hospitality points in the distance and in the middle of space.
The color scheme was finished in glossy white and the typical automotive black and red hues were used.
The peculiarity of the M36 development is the use of molded figured elements on the tower and frieze. The signature aluminum profile with built-in LED lighting provided a premium appearance at night.
Thanks to its unusual and exclusive concept, the new gas station has attracted attention and received positive reviews from industry experts and motorists. Cooperation between Business Petroleum and VDS continues to this day thanks to the long-term agreement signed for the rebranding of the entire network.