VISUAL IDENTITY FUEL STATION

POTENCIAL NETWORK

OVERVIEW

Discover the new visual identity of Potencial Network! Petrol Group has partnered with this renowned fuel brand to create an innovative project that enhances customer experience and modernizes the network’s identity. Founded in 1994 in Araucária, Curitiba, the company has expanded to Santa Catarina, Rio Grande do Sul, São Paulo, and Minas Gerais. With over 200 branded stations and a presence in more than 2,000 municipalities across the South and Southeast regions, Potencial stands out for its commitment to ethics, transparency, and innovation. This visual identity renewal aims to further consolidate its market reputation and reinforce its leading position.

SERVICES

BRAND APPLICATION	BRAND MANUAL
EXECUTIVE PROJECT	DESCRIPTIVE MEMORIAL
VISUAL IDENTITY	UNIFORMS

VISUAL IDENTITY PROJECT

The visual identity project was carefully designed to reflect the modern spirit of the Potencial Network. The new aesthetics, featuring dynamic and memorable elements, not only embody innovation but also emphasize modernity. Furthermore, all visual aspects have been updated to align with the brand’s ongoing evolution, while high-durability materials ensure resilience and longevity, even in harsh conditions. In addition, this redesign honors Potencial’s rich history, ultimately positioning the brand to exceed expectations while remaining true to its core values of ethics, transparency, and innovation.

RVI (Retail Visual Identity)

The production of Retail Visual Identity (RVI) for the Potencial Network is key to maintaining competitiveness and strengthening the brand in the fuel sector. Specifically, the project focuses on improving visual communication at gas stations, thereby enhancing customer navigation and ensuring effective marketing delivery.

Moreover, the RVI updates the brand’s visual identity, making it stand out in the market and reflecting its core values of ethics and innovation. It further enhances signage and visual clarity within the stations, while introducing a modern design that elevates the overall customer experience. As a result, the Potencial Network not only strengthens its brand but also solidifies its position as an innovative and reliable presence in the industry.

UNIFORMS

We also developed a detailed brand manual with clear guidelines for applying the new visual identity. This manual covers information hierarchy, ensuring that each communication element is clear, cohesive, and functional. It includes a design pack for stationery items, such as business cards and envelopes, and specifies guidelines for uniforms and promotional materials. The manual details logo placement on uniforms (shirts, pants, and jackets) and provides guidance for creating giveaways, like caps and mugs.

The uniforms for attendants and managers were designed to reflect Potencial’s new identity, using blue, green, and white, with black pants. This color choice creates a cohesive, distinctive image that reinforces brand presence and professionalism. Standardizing the uniforms helps establish a consistent, positive impression, fostering an immediate connection with the brand and increasing customer trust.

DESCRIPTIVE MEMORANDUM

The project aimed to create a smoother, more enriching customer journey. To achieve this, our report outlined each stage of the path, from the entrance on the main road to the exit, incorporating key visual landmarks. We also detailed the integration of elements like the island entrance, the lane, the attendant’s service area, and the convenience store. These features were designed to improve accessibility and enhance the perception of quality. This technical and functional approach reflects our commitment to excellence and service efficiency, ensuring the project meets customer expectations and needs.

Executive project

The executive project is the detailed planning phase that guides the project’s execution. It translates the initial concept into clear technical specifications for effective implementation. For the Potencial Network’s visual identity update, we applied this concept to ensure a smooth transformation. We replaced the old aesthetics with a fresh design, incorporating dynamic elements. This modernized the brand, emphasizing its leadership and innovation in the market.

Additionally, we enhanced visual applications for better balance and clarity. We redesigned the layout to improve entry and exit at the gas stations, strengthening the network’s presence. In conclusion, the executive project ensured the update aligned with Potencial Network’s goals of modernization and innovation.