saffron brand consultants worked together with eight inc. architects to develop the branding of the recently opened 'litro' service stations in romania.

following text from saffron:

'how can you succeed in the über-competitive european service station market? powerful brands crave for our attention on european highways. our challenge was to create an attractive brand to compete in the cut-throat market of gasoline distribution.'

'a clean slate is always a great place to start. that was precisely our approach to this issue, a re-definition of the service station. together, with our client rompetrol (romania’s challenger to incumbent petrom) and eight Inc. architects we have rethought the service station. the answer is litro, a concept as simple and compelling as its name.'



'the works of romanian sculptor brancusi, served as inspiration for the design. the droplet is a versatile symbol, creating immediate recognition for the litro brand.'



'the litro name and droplet speak of the simplicity that permeates the entire concept. the brand is based on few powerful elements, the droplet being the central element.'



'we worked with san francisco based architects, eight inc. (whose works include the apple stores concept among others), to create the service station design. architecture, signage and industrial design work together, to create a sense of directness and purposefulness. the litro concept is designed to make drivers feel as welcome as their cars.'









more on the litro branding can be found at saffron's blog
and there's details on the litro stations themselves here.