Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
Shell Café Brand Identity and Differentiation
As a leading global energy company, Shell aimed to expand its brand identity beyond traditional refueling services by launching Shell Café at gas stations.
While leveraging the strong Shell brand, the challenge was to establish Shell Café as its own distinct identity within the highly competitive coffee market.
The goal was to create a separate brand experience that resonated with customers, while still maintaining a link to Shell’s core values of quality and service.
How AORA Helped
AORA, in collaboration with its partner YINOO, developed a tailored strategy that helped Shell achieve the delicate balance of linking Shell Café to the main Shell brand while differentiating it enough to stand out.
We worked closely with Shell to develop branded merchandise that not only reflected the café’s commitment to high-quality coffee but also positioned Shell Café as a new, modern service.
From the design of custom merchandise to the selection of premium materials, we ensured that the products echoed Shell’s strong brand image while giving Shell Café a fresh and contemporary look.
These products—ranging from reusable coffee cups to eco-friendly accessories—helped customers associate the café with quality, convenience, and sustainability.
Outcome Achieved
The branded merchandise played a pivotal role in launching Shell Café as a distinct entity while maintaining a strong connection to the Shell brand. Customers quickly associated Shell Café with Shell’s reputation for excellence, but they also saw it as a unique, modern experience.
This approach not only increased customer engagement during the café’s launch but also helped Shell Café carve out its own space in a competitive market.
The differentiation strategy proved successful in establishing long-term brand loyalty and enhancing Shell Café’s influence within the broader Shell ecosystem.
