Ipragaz Go by Saffron Brand Consultants

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CLIENT

The sec­ond largest and most impor­tant sub­sidiary of the glob­al giant SHV Ener­gy. For decades it has been the lead­ing LPG (Liq­ue­fied Petro­le­um Gas) sup­pli­er in Turkey striv­ing to sat­is­fy cus­tomers’ new needs.

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BRIEF

With the Ipragaz name so strong­ly asso­ci­at­ed to LPG, Saf­fron was tasked with cre­at­ing a con­sumer-fac­ing brand able to pro­vide an appeal­ing yet dis­tinc­tive expe­ri­ence in a mar­ket where big inter­na­tion­al brands were already well estab­lished. This meant cre­at­ing a brand that visu­al­ly and con­cep­tu­al­ly sep­a­rat­ed the auto­mo­tive gas sta­tions from the exist­ing Ipragaz ser­vice portfolio—and from its new competitors.

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APPROACH

We cre­at­ed the name GO, the core con­cept, and the visu­al style. As well as part­ner­ing with archi­tects Malka+Portús to build a ser­vice sta­tion designed as a place to escape the rigours of the road and even enjoy fill­ing up. The elec­tric green on slate grey col­or palette was cre­at­ed to chal­lenge the some­what pre­dictable visu­al codes of the sec­tor. Through such design we cre­at­ed a unique expe­ri­ence that cov­ers every aspect of a con­sumers inter­ac­tion with GO—from the sign on the high­way to the sign in the restroom, and every­thing in between.

We worked with Saffron on developing our new brand GO. Saffron’s team accurately recognised our needs and recommended the right solutions with the utmost clarity. In fact, they understood us better than ourselves. We are grateful for having had such visionary partner during this whole process. — Eyüp Aratay, General Manager at Ipragaz