“U plus” is a brand identity project. It is a very articulated work in which architecture, graphic, product design and marketing work together to define the profile of a new company. Client is “Chenergy” a major group of companies involved in oil industry. One of the companies of the group is a gas station chain named “Yougali” which has  a particularly dated brand identity.

 

Core idea of the project is conceiving the gas station not just like a series of facilities but more like an experience of good design and quality of life. The concept is inspired by the idea of speed and aesthetic of Formula One world: sleek lines, modern appeal and bold style graphic in order to change people’s perception of using a gas station from something purely functional to a life-style experience.

 

The very innovative element of the platform is the digital display that is arranged along the full height of the pillars. In normal gas stations information and advertising are arranged on flags hanging from the shelter in a very messy way

“U plus” will display the information in Chinese: a peculiarity of Chinese writing language is they words could be written in a vertical way, therefore the writings could slide vertically on the display providing so many information in a quite short amount of time. This pillars-display is really a powerful tool of marketing and communication if we consider how many people stop by the gas pump for just few minutes every day.

 

Shelter will define the architecture of the gas station.  A red corner light will stand as a light of recognition. It will be seen from very far to reassure drivers as a secure station to check the car and a pleasant place to have a rest because of the quality of the service and the good design of the features.

 

In all the Gas stations there is going to be a building which will run all the facilities a gas station needs to have: store, work shop, café, storage etc.. . The building is designed in a modular system in order to provide flexible solutions to different needs and different locations. Shape of the roof is following design guidelines of shelter to provide a stronger unified image of the Gas Station.

 

The design of the Car wash consists in the shelter that covers the technical structure of the car wash. Surface of the shelter alternate metal and red acrylic. During a sunny day light will filter through acrylic section coloring light and water to provide a truly unique experience to the costumer when passing through the car washing.

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The signage system is conceived within the graphic appeal of signage and architecture of F1 Pit Stops. The idea of speed and the world of Formula one are once again inspiration for this project in order to make this gas station different form the ordinary ones in terms of life-style and quality of design.

 

Many accessories are designed following the guideline of the concept in order to establish continuity within different items and reinforce the brand identity of the global picture.

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Designed by | Alberto Puchetti for DEM, inc.

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这个是一个品牌形象设计项目，透过重新设计加油站的建筑，并配以一系列的平面及产品设计，为品牌打造全新形象。客户是中华石油，入主优加力后希望老品牌的形象随之作出更新和调整，以配合新的品牌定位并扩大客源。
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设计的核心思想是希望打破「加油站只是一个为满足功能需要而存在的设施」的框框；作为驾驶者日常的一部份，加油站应该紧扣生活文化，应在满足功能需要之外同时提供其他的附加价值。加油站的设计灵感来自一级方程式赛车的俐落流畅的线条，大胆又充满现代感的造型，希望打破使用者对加油站的刻板印象。
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摒弃旧有的宣传模式，加油站内的广告和讯息皆以柱子上的等高走马灯屏幕取代。走马灯使用了纵向的文字排列方式，在相对较短的时间已经可以传递较长的信息。使用和柱子等高的走马灯屏幕不占空间之余，每日行经或驶经加油站的人流量，亦是使这个宣传设计非常有效的原因之一。
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加油站的本体采用了圆滑的流线形，悬着的遮阳结构在转角处是红色指示灯，方便驾驶者远远就能看到停车的地方。这份巧思是品牌对服务质量的保证，也是对消费者的一份贴心。
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每一个加油站内除了加油设备外，都备有小商店，茶座，小型维修间等。整个加油站结构统一为组件式的设计，以维持整体的品牌形象一致，同时亦方便按不同的环境轻易调整套用。
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洗车间以一个金属和红色压克力胶相间组成的外壳所覆盖，在一个光线明亮的日子里，光线会透过红色压克力胶渗入洗车间，滤镜一般的效果配合洗车间内四散的水花，竟也可以成为一种独特的消费体验。

​加油站内的所有标示的设计都紧扣一级方程式赛车的主视角，以赛车坑站的设计为概念，打造出与一般加油站不一样的视角体验。同时品牌的商标，制服，包装，广告，标牌等也配合新形象全面翻新。
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空间设计 | Alberto Puchetti for branding agency DEM inc.

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