Al Watanieh Fuel Rebranding

Al Watanieh Fuel Company gave us, at Overhaul, the “go ahead” to develop a brand strategy, brand architecture and both visual and verbal identity elements for their new chain of Jordanian gas stations, convenience stores and their home heating delivery service. The result included the “Go” brand and three sub-brands, Go.Service, Go.Fresh and Go. Diesel. These all support the new brand promise, “Get More Go”.

2016

My Role: Brand Architecture Development, Creative Director. Working closely with the art director on visual identity and identity elements details.

Credits: Art Director: Saed Saleh.

As a Jordanian company which chosen for itself the name Al Watanieh, means the national, the logo was inspired by the Jordanian flag colors and its heptagon star, yet adding a yellow color tones and diagonal firm lines, gave it this contemporary and dynamic "look&feel". The same color pallet and geometrical grid were applied to the sub brands to be consistent with the main identity.

Later a very comprehensive Corporate identity guideline manual has been designed and produced; no doubt this project took over 2 years of hard work.