Litro shifts the perception of a fueling station from that of a bland, utilitarian (and sometimes scary) structure to a place that is welcoming, friendly and engaging.
The streamlined canopy is reduced to its thinnest profile possible. Made of a stressed skin structure, similar to that of an aircraft wing, the cantilevered canopy floats above the station. A soft, ambient glow of light washes the underside of the canopy and slowly changes color, echoing the aurora borealis. We imagined an ethereal destination visible from afar that invites customers to stop and take a break from the road.
The experience is designed to be simpler, easier and friendlier for customers. Lighting plays an important role in setting the playful tone and identity of the brand, but also serves to create a safer, more comfortable environment. Efficient circulation, clear visibility and wayfinding make for a smooth entry and quick exit from the pump for those looking to get in and out in a hurry. For those customers looking to relax and recharge themselves, the Litro store offers superior products and services, including cafe, exterior terrace, and free wifi.
Most gas stations look and feel the same today as they did 50 years ago. The same canopy, same pumps, same box of a convenience store…just a different size and different logo on top.
There is little that differentiates the brand selling the fuel or the brand of the convenience store; both brands are also often disconnected. Our objective was not only to create a unified brand identity and experience across all services, but one that was distinctly Litro.
We took a playful approach to what is usually a gritty experience by injecting a more cheerful feel with a fresh look and bright colors. The name Litro comes from a liter of gas and makes subtle reference to the brand’s Romanian roots. Used in the service station architecture and other brand assets as both a 2D graphic and 3-dimensional sculpture, the energy droplet logo takes on a lively personality of its own, changing colors and patterns from one application to the next.