The challenge
START Group encompasses START gas stations, the InstaCard fleet card, and the OptiMAX LPG additive fuel. Our greatest challenge was to craft distinct identities for each of these entities while maintaining enough commonalities to create a cohesive sense of unity.
START gas stations is a new player in Romania’s fuel market, positioned as an express gas station offering drivers only the essentials for their journey. It combines premium-quality products with competitive pricing, delivering both convenience and value.
Strategy
START Group underwent a comprehensive branding process, which included the parent company and its sub-brands—START Gas Stations, InstaCard, and OptiMAX LPG.
In the branding strategy, we used iconography to create representative and suggestive illustrations for each market segment. These visuals were applied across both online and offline mediums, reinforcing the brand’s message effectively.
The websites developed for START Group leverage this iconography to facilitate clear communication with the target audience. These user-friendly platforms maintain the company’s corporate character while connecting with customers on a personal level.
The primary challenge was introducing the concept of express gas stations, strategically located in shopping center parking lots, to the general public. To address this, we built the entire brand communication around the idea of being “at hand” while emphasizing trustworthiness and the unique benefits this concept offers to drivers.
We built a brand system designed for growth, clarity, and long-term recognition.
Outcomes
Today, the START gas station chain includes over 20 locations nationwide, with many more under construction. START Group’s ambitious goal is to establish 80 gas stations and 200 functional LPG stations across Romania.
Rainfall played an active role in this journey, implementing national and local campaigns designed to increase brand awareness and foster trust among drivers regarding the quality of START Group’s products and services.
