Rebranding of the Tatneft-AZS-North-West gas station network
In October 2019, PJSC Tatneft closed a deal to acquire a fuel and retail business in the Russian Federation from the Finnish company Neste, in particular a network of gas stations in the Northwestern region of the Russian Federation.
The transformation process
The VDS team was tasked with adapting the design concept of the flagship format to the existing elements of the Neste gas station for a massive transition to a new brand.
Tatneft North-West gas station is considered to be a niche segment in the market. The company's products and services are designed for a more demanding customer with high requirements who is willing to pay a premium for the appropriate level of service. This is the legacy of the Neste oil company from Finland, which needed to be preserved and multiplied under the new Tatneft brand.
Design
The style is based on a concept developed by VDS for Tatneft's flagship gas station in Almetyevsk. This minimalistic style of premium format with a non-standard choice of colors continued its life in St. Petersburg.
The range of equipment, the choice of materials, and the night view were significantly redesigned together with the Tatneft-AZS-North-West team in order to adapt the new style to the existing elements of the Neste gas station with the possibility of replication throughout the network.
The color scheme of the style is dominated by black — the embodiment of style, respectability, and to some extent inaccessibility. Green symbolizes life itself, harmony and renewal.
The design of the gas station has all the signs of honest architecture, when all the elements are functional, devoid of decorative shells, while the object looks elegant and harmonious.
Design prototyping
In a matter of weeks, in close cooperation with the Tatneft-AZS-North-West Team, prototypes of the entire product line were developed and produced in order to select and test materials that emphasized the network's premium corporate identity during the day and night.
Cooperation between VDS and «Tatneft» PJSC
For more than 15 years, VDS has been the official supplier of a series of style-forming RVI structures for the distribution network of «Tatneft» PJSC. Since 2005, the VDS team has taken part in the construction, reconstruction and re-equipment programs for more than 600 Tatneft gas stations.
