We made a custom hand drawn version of Futura, to go with Shell´s signature food products. This gives a personal and down to earth and expression, which we wanted to communicate for the food. Futura is the primary typeface for Shells brand, and in this way the new food concept is different but also works together with the existing materials on Shell´s gas stations.
Creuna helped Shell develop and launch a brand new food concept in Norway, called Real. Shell now offers a Real Hamburger, Real Hot Dog and Real Baguette. These products are made from simple, but high quality quality Norwegian produce, which is the reason for the name.
Background
Creuna was given the task to develop the Real food concept and campaign for the Shell's 220 fuel station based stores in Norway. We created an integrated concept, including visual identity, advertising, packaging design and retail elements.
Creuna was given the task to develop the Real food concept and campaign for the Shell's 220 fuel station based stores in Norway. We created an integrated concept, including visual identity, advertising, packaging design and retail elements.
Solution
We had a cross disciplinary collaboration early in the process and worked towards a common goal of creating a down to earth, unpretentious communication for simple and unassuming products - in all channels and media, at the station and for the product packaging.
Packaging & Design
The food at Shell’s gas stations is made from carefully selected Norwegian produce. So it was natural to draw inspiration from Norwegian nature and landscape when we designed the packaging. The expanding view of the food points to the local source of the ingredients and is an integraded part of the ad campaign and retail implementation.
The food at Shell’s gas stations is made from carefully selected Norwegian produce. So it was natural to draw inspiration from Norwegian nature and landscape when we designed the packaging. The expanding view of the food points to the local source of the ingredients and is an integraded part of the ad campaign and retail implementation.
Team at Creuna Norway – Visual Identity
Project Management: Una SolbakkenGrosch
Design: Thor Ramleth, Marc Ligeti, Kristina Nyjordet
Design Implementation: Hege Olsen
Animation: Balder Dysthe
Team at Creuna Norway – Advertising
Project Management: Una SolbakkenGrosch
Strategic Consulting: Anders Aunbu
Art direction: Anders Asheim
Text: Petter Andersen
Animation: Stir.no
Food photography: Aina Hole
Project Management: Una SolbakkenGrosch
Design: Thor Ramleth, Marc Ligeti, Kristina Nyjordet
Design Implementation: Hege Olsen
Animation: Balder Dysthe
Team at Creuna Norway – Advertising
Project Management: Una SolbakkenGrosch
Strategic Consulting: Anders Aunbu
Art direction: Anders Asheim
Text: Petter Andersen
Animation: Stir.no
Food photography: Aina Hole
The artwork is created using manuell and digital techniques. We developed different textures for the landscapes, to illustrate snowy mountains and fields. The key ingredient for the textures was ketchup, mustard and dressing.
