Archive for 2006

Talk the talk for a Chinese walk


Word of mouth and brand heritage are more important than advertising in China. This is vital knowledge for designers eyeing the market.

 As Western designers, it is easy to make assumptions about the East. We think we know what they need - better communication, more emotional engagement, less decoration. But is this right?

Being a Western designer (born in China and educated in the UK), I see the challenge we face. Since 2001, China has become a rapidly rising global economic power and predictions indicate that it will rise from the sixth largest economy to the second largest by 2030.

But a delicate balancing act is required before successful branding can be developed for this huge market. Western designers must do their homework if they are to succeed in China.

We need to understand the many different cultures and Chinese comfort zones (tastes, beliefs, values, attitudes, traditions). We cannot just assume that the entire Chinese nation has the same tastes or does business in the same way. Recognising this has allowed Minale Tattersfield to design successfully for the Asian market.

The bright colours used in China are not mere decoration - to the Chinese, strong colours talk. Red, for example, often used at weddings, is a signifier of luck. Bright colours are more expensive to print, but they add value in a way they don't here. Designing in a minimal British style doesn't work - lack of colour and decoration can be interpreted as cheap and low quality.

Strong colours are not merely decorative effects in China. They are the means of communicating the message to the consumer which, in turn, creates the desired emotional response.

The brand name also has to mean something in China. Lipton Tea Bags use strong colours worldwide. When Lipton entered China's green tea market, the only thing it did was choose the Chinese language to be the dominant element in the package design.

Lipton recognised that to sell its products in China, the Chinese consumer needed to be comfortable with the name and language. The box remains a brilliant yellow, representing the sun, with a bright red logo and green tea plant. The name Lipton is on the box, but only as a sub-element.

This is an approach that works for the brand (if you can't read Chinese or miss the Lipton name, its brand is present in the colours) and the consumer. Lipton could just as easily have used English, but instead it allowed the packaging to speak for itself and, importantly, engage with the consumers' comfort zones.

A few other companies, such as Nestlé and Coca-Cola, have also learned this lesson. After trying in vain to establish Coca-Cola in China, the company chose to create a phonetic and visual identity. The Mandarin 'ke kou ke le' is a phrase that the Chinese understand and respond to. 'Permit the mouth to rejoice' means something. Coca-Cola use the Chinese characters that correspond to this phonetic in all its branding communications in China.

Another consideration is brand heritage. The Chinese are not easily persuaded by advertising. Brand values are better established in China by word of mouth. Chinese shoppers peruse pack information very thoroughly - they want to trust the brand and feel that they are getting value for money.

To reach most Chinese consumers - low- and middle-income families - the Western designer's strategy must be a melding of Western design and Eastern culture. We must educate our Eastern clients and identify with Chinese consumers.

Recognising the diversity of the sprawling Chinese market will enable Western designers to do this in ways that show knowledge, respect and sensitivity - all important to the Chinese consumer.

And give it time. Change does not happen overnight. It is gradual and takes patience - just like building a bridge.

China considered  
  • China is a big country with many peoples, so seek out a deeper understanding of its different cultures
  • Never assume that everyone does business the same way, or your way. What works in one country may not work in another
  • Research the new demographics. Because of increased incomes, there's an emerging generation of middle class consumers in China, with new tastes and spending appetites
  • Successful Western branding requires educating foreign clients to Western ideas and identifying with the clients' consumers
  • Allow the branding to speak for itself through visual communication by addressing the consumers' comfort zone
  • Build the bridge between West and East with knowledge, respect and sensitivity

source from: Design Week

BP Launches Target Neutral

Minale Tattersfield Client

There is much debate surrounding BP’s new initiative to beat global warming. General opinion on green issues seems distinctly polarised, divided on the one side by “Petrol heads” and on the other the “Rainbow warriors”. For us in the middle the arguments are less polarised. Consumer research reveals there is widespread concern about the environment but what are we to do? Since no realistic quick fix solution seems forthcoming, apathy and paralysis result.

Thus BP’s “Target Neutral”, where we are urged to donate £20 to fund CO2 reduction schemes, fills a vacuum for those of us eager not pass the whole environmental problem to the next generation. BP will also add an amount from their own coffers with every Nectar card purchase from their outlets. Having played a lead creative role in BP turning “Green” in 1987, it is gratifying to see the rare occurrence of an ex-client embrace their identity to such an extent it becomes the cornerstone of their corporate philosophy. Alas not all of BP’s ventures are as squeaky clean as the solar-electric canopies of the retail outlets. They could do more; even simply putting doors on the Convenience store refrigerators would save a huge amount of energy and therefore CO2 emissions. Nevertheless within the oil industry BP are well respected and set a commendable example. At least they are moving in the right direction.”

Other clients of ours also wish to respect the environment but have faltered at the cost of installing new environmentally-friendly technology - despite a longer term promise of payback. However there have been successes - with rainwater harvesting at all Reliance retail outlets in India and an ambitious solar project in Africa.

Within Minale Tattersfield’s Energy offer is a Certified Energy Efficiency engineer who is available to advise on projects. He assesses clients’ current energy usage and recommends savings. This drives blue sky thinking at all points to create more informed and future-focused initiatives at each stage. As Davis sums up, “Whilst we applaud any step in the right direction, we all have to recognise that within this industry, there will always be more that can be done. And it’s up to us, as problem-solvers and experts, to work with our clients to find the best solutions for everyone.

© Copyright by Minale Tattersfield Design Strategy

Pace is Face of Q8

Q8 was acquired in October 2004 by Refined Holdings, parent company of Pace Petroleum, and is now being operated by Pace Petroleum. While Q8 branding is remaining in place until the end of current dealer contracts, the retail and distribution operation is gradually being renamed Pace Petroleum Ltd.

According to Pace, they attribute their strong heritage in the UK market to having been developed originally in the 1970s by Victor Gauntlett, the motor industry entrepreneur. The original Pace Petroleum was one of a number of companies purchased by Kuwait Petroleum in 1986 and it then traded under its Q8 name here in the UK. In October 2004, KPGB was purchased by Refined Holdings, bringing the Pace Petroleum name back as a brand presence. Another Q8 divestment was the sale of the Q8 Thailand network to Petronas in 2004.

August 2006 © Minale Tattersfield

The Station WIth No Name

The Battersea prototype for Shell's new design, RVI 2, shows several key adaptations, revealing an updated image for Shell. Most significantly, the Shell name does not now appear on the canopy - the identity relies solely on the symbol. This is clearly driven by two factors - its non-English speaking markets and the fact that the Shell symbol is so well recognised that, arguably, it shouts louder when it speaks for itself.

In this, says David Davis, lead creative behind RVI 1 and Head of Energy Sector at Minale Tattersfield and Partners, it is following a similar philosophy to the BP Helios sun. Oil companies are following the trend in softening their images, playing down global domination and 'big brother' associations and recognising customer and shareholder concerns with the environment and social ethics.

The design complements this approach with a much greater use of white - giving a cleaner, crisper look. But as Davis notes, ˜The white brings out the Shell colours of red and yellow in a fresh and modern way but will suffer from maintenance issues over time. Today's cities have real problems with airborne pollution and keeping the white clean will be a challenge.

The new design also departs from the 'S' shape canopy in favour of a more traditional, back-illuminated acrylic fascia. The RVI1 was recently re-engineered to accept LEDs which are a low energy, low maintenance product, says Davis, so in this respect, it feels like a move backwards that this design relies on flourescent tubes as a light source."

Other cost-saving experiments include non-illuminated spreaders and the Select shop being dropped in favour of a regular Shell shop. Davis believes that dropping the Select brand flies in the face of industry best practice which aims to differentiate the food offer from the fuel offer. It will be interesting to watch its progress.

Shell are also experimenting with a tended serve at certain periods only - a practice which hasn't been seen in the UK for years and which, again, will be monitored with great interest.

© Copyright by Minale Tattersfield Design Strategy

Mobile Petrol Stations

On the outskirts of Kuala Lumpur can be found the latest transportable station which is operated by Petronas. The unit is based on an Elf unit that has been around for a number of years. Despite public acceptance of road tankers on roads all over the world, mobile filling stations are rarely seen. Perhaps this is due to a safety concern over above-ground tanks. However, by using concrete filled double skin arrangements, tanks can be made perfectly safe - literally bullet proof. In fact, above ground tanks are environmentally superior to below ground tanks in respect of leak monitoring and coping with high water table situations.

 

Jamie Thompson, former London Fire Brigade, and now independent fire safety consultant is a highly respected authority on the subject. According to him, when armed with the latest technology fire fighting / monitoring systems, above ground installations can be sanctioned. The Agip "Winged" mobile station temporarily based in Prague a few years ago generated much interest around the world.


Most of this interest came from operators wishing to establish a network quickly and cheaply on short lease sites that may be too small to be considered for a regular station. The necessary monitoring / safety systems that are required do not necessarily make mobile petrol stations a cheaper option. The Mintat G3 range of mobile filling stations has again received much attention but overcoming planners' predjudices is still proving a great hurdle.

© Copyright by Minale Tattersfield Design Strategy

Minale Tattersfield Update KNPC Branding and Forecourts

Design by Minale Tattersfield

Kuwait National Petroleum Company is relaunching its branding and forecourts environments, following an 18 month overhaul by London design consultancy Minale Tattersfield & Partners. The consultancy was appointed to the work after wining a three - way tender against a UK and US consultancy in 2003. Led by Minale Tattersfield Partner and petroleum brand specialist David Davis, the project includes a redesign of the petrochemical group's visual identity, as well as all aspects of its design forecourts and five sets of detailed manuals, covering: design, branding, architecture, engineering and mechanical guidelines.


In the initial stages of the projects the consultancy was not briefed to redesign the branding, explains Davis. 'The brief was originally written by engineers, rather than a marketing team, and didn't specifically say there was to be a new identity with the rebuild stations,' he says. 'We had to explain to them that the identity can express so many things.' Owing to its nationalisation by Kuwaiti government in 1975, KNPC's current marque feels more institutional rather then consumer - oriented, suggests Davis. Retaining the red flame emblem of the pervious identity, the redrawn logo, also introduces a green flame symbolise the company's environmental aspects. 'Kuwait was once one of the more progressive of the gulf countries 20 years ago, but the United Arab Emirates has since taken over.

The rebrand of a national petroleum company is a chance to catch up,' adds Davis. The overhaul, launching this week comes as the Kuwaiti petroleum retail sector is being part privatised. KNPC stations now take a more customer oriented approach, introducing a suite of sub - brands that includes convenience stores, car washes and lubrication services. According to Davis, the aim is for the specially branded services to generate greater profits from each station. The focus is shifting from the previous notion of a short stay 'oil depot,' to somewhere, where customers are encouraged to stay. 'As you privatise the network you need to make it more profitable with theses sub-offers,' says Davis. Minale Tattersfield also produced site layouts for KNPC's attended service and self - service applications. It ran the project from its existing office in Kuwait city.

July 2006 © Minale Tattersfield

Reliance Fuels Forecourts Design Projects

To coincide with deregulation of the Indian state run petroleum retail sector, design company Minale Tattersfield was commissioned by Reliance petroleum, in 2001, to brand and design a new network of petrol stations writes David Davis, Head of Energy Sector - Partner, Minale Tattersfield.

The commission comprised full blown truckstops at highway sites, regular fuel sites on trunk roads and city sites together with outlets aimed at the rural community, who traditionally arrived on site with tractors, trailers and vessels to be filled.

Reliance Industries is one of India's largest privately owned companies, who only recently completed a 27mn t/y grass root refinery at jamnagar in the Indian state of Gujarat, with the refined product to be sold through the retail outlets. In parallel to this project, the company embarked upon construction of a new telecommunication network, which included covering India with a network of fibre - optic cabling and transducer towers. Part of the remit for Minale Tattersfield was to design the architectural elements and create the branding components for the new Reliance Infocomm company as well as design the 1,000 strong network of Webworld branded phone shops. Significantly all fuel retail outlets will be included within the telecommunication network, which gives Reliance a competitive advantage in terms of wet stock management and offerings the all important trucking community a tailor made banking, communication and load matching service.

Phase 1 of the implementation programme is currently in the region of 100 sites strong. The prototype site at the company headquarters complex in New Bombay (Navi Mumbai) was opened in 2004 and is currently turning over three times the expected sales volume. Initial studies prove that consumers are aware that Reliance has taken extra care to maintain quality and quantity of the fuel product.

The existing state run companies have previously had a bad reputation in this regard and therefore a key consideration in the design process was to differentiate the Reliance brand as far as possible from its contemporaries. To this end a modern design was created using curves together with colour branding of blue, green, and silver. Currently under construction on the Baroda- Ahmadabad expressway is a retail outlet with a multi- food brand rest facility aimed at car and coach passengers. The architecture was deliberately more rustic to appeal to the average truck driver. The first 'Dhabas' as they are called locally have been opened for a year now and are again performing above expectations. In order to offer the full range of services to the motoring public, vehicle service centres are also included.
© Copyright by Minale Tattersfield Design Strategy

Light Enhancement Film

Ever searching to lead the market, the product development department of 3M have introduced the 3635 Light Enhancement Film. This is a self adhesive film that lines the inside of a light box and very cleverly manages to transmit more light than if the light box were painted white or left bare metal. They wouldn't tell us the physics of the process but the results were quite obvious. In certain situations it would be possible to reduce the amount of fluorescent tubes within a light box from say two to one whilst maintaining an acceptable level of light. You will have to do your own sums to establish whether the savings in energy costs, maintenance and capital cost of lighting units outweigh the additional costs of the 3M film.

© Copyright by Minale Tattersfield Design Strategy

Canopy Fascia: ACM vs. Vinyl

No publication on petrol station design would be complete without a discussion on canopy edge decoration. Here we briefly discuss two protagonists of the industry, vinyl and ACM (aluminium composite material). As with all PSD articles if your opinion differs or have an interesting example to show please send them to us via our forum or email. The canopy fascia is the most visible and instantly recognisable element of a petrol station. The manner in which it is decorated is therefore critical, the material choice being of particular importance. There is a myriad of options, but two of the most popular are vinyl and Alucobond.

Vinyl was first to the market, taking over from acrylic fascias, although simple low-tech arrangements suffered because only short panel lengths were possible. Due to its high coefficient of expansion, acrylic may grow or contract several inches along the length of the canopy, depending on ambient temperature. In cold weather, gaps often appear between adjacent panels, revealing the fluorescent tubes beneath. Conversely during a warm spell the panels can clash and buckle. It is therefore necessary to detail seams to allow for expansion and contraction. Vinyl offers a neat and simple solution here as it came in a seamless roll and is easily decorated or pigmented in a wide range of colours. It is also flexible too, so it can bend with the wind, preventing it from being blown out - a problem that often occurrs with acrylic.

The two most commonly available Aluminium Composite Material (ACM) brands are Alucobond and Alpolic. Both of these consist of a sandwich arrangement of two thin coil coated aluminium sheets bonded to a polyethylene core. As ACM is factory-finished, the consistency, quality and longevity of the paint finish far exceeds what can be achieved with vinyl. ACM came to the petrol station industry from the building industry where it is commonly used as a cladding material for large buildings. Its properties include dimensional stability, lightweight, being easy to fabricate and machine and above all being able to maintain a pristine surface finish. These properties have led to ACM becoming a staple product for the more progressive sign companies. Introducing a shape to the construction can not only serve to heighten the structural properties of the signage, but also to strengthen brand differentiation and achieve an automotive quality appearance. As ACM is opaque, a major challenge is to develop a lighting system that looks good after dark, which requires a degree of ingenuity. A proven solution is to have an external light source that can be easily maintained. However, the engineering required can sometimes be beyond the scope of smaller sign companies. ACMs are not good at disguising abrasion and are not suitable for low level zones where there is a risk of impact.

Despite appearances, vinyl is usually more expensive than ACMs. Colour fading guarantees are short and gaining access to the fluorescent tubes that provide the illumination can be awkward. To maintain a taught surface, vinyl requires a tensioning system and various systems exist, most of which are adequate. Sagging due to the tension being too small is quite a rare problem. More common is over-tensioned vinyl that causes convex distortion. As an off-the-shelf option, vinyl may offer an easy and effective decoration system. However, on larger scale projects where bespoke designs are required, ACM solutions tend to be superior on price, quality, and consistency

© Copyright by Minale Tattersfield Design Strategy

Going Digital

Recent improvements in digital screen technology provide another medium for communicating to the customer. So far, the principal locations for such devices are at the pump computer head and in the store. All the principal pump manufacturers including Wayne Dresser, Tockheim and Marconi offer the facility of LCD screens in the pump computer head. Typically 12" units are utilised which convey a combination of messages including promotional, informational and statutory. Connection to the internet allows centralised real time editing of the message. Certain screens are touch sensitive allowing the user to interact, make a purchase or enquiry of some description.

The more space in-store allows a greater scope of digital message which can be communicated. Of particular note are the holographic screens which can be applied as either window "Decals" or sandwiched between two sheets of glass which are in turn mounted on a free-standing unit or suspended from the ceiling. Size varies from around 1m to 2m wide. Illumination level is daylight visible from the forecourt whilst not obscuring the view to the forecourt from within the shop. This "Ghosting" effect on the shop window is unique to holographic screens and is achieved in the minute transluscent prismatic coating. The computer / internet connected projector for the holographic screen is mounted neatly out of harms way in the ceiling of the shop. Holographic screens are not cheap but can effectively communicate a sophisticated message to a high volume of consumers. http://www.digitaldisplaycorp.com/
Low cost solutions include mounting LCD screens in store that can even generate extra revenue by selling the advertising space.

© Copyright by Minale Tattersfield Design Strategy

LED for Petrol Stations

Successfully illuminating long canopy facades has always been the ultimate technical challenge above ground on a petrol station. Cold cathode, hot cathode, chain lights and even "Light tubes" have been used to various levels of success but nothing yet has overtaken strip fluorescent tubes.
Light Emitting Diodes exist in many forms and are incorporated in most household and industrial products. Hewlett Packard have invested in developing an LED product applicable for linear lighting applications. The product branded "Chipstrip" is available in Europe from the ECCE group of sign companies. Consisting of a printed circuit board incorporating both the wiring and LEDs, Chipstrip slots into a polycarbonate tube coloured in any of the primary colours including white. Offering a ten year life and 12 volt supply, Chipstrip is priced at just below $100 / metre and aims to replace neon light sources.

We at PSD reckon once a competitor offers an alternative system and production really begins to role, this price should come down and eventually offer a realistic alternative to fluorescent.

© Copyright by Minale Tattersfield Design Strategy

Helios Hits the Streets

The new BP station at Hammersmith (West London) featuring the new image opened in December to much media and industry acclaim. Many revolutionary features of the new site including the latest "Thin Film" solar panels that are applied to the single skin, barrel vault glass canopy. This enables filtered light to be transmitted whilst generating electricity that can be used on site and / or fed back to the grid. The pumps are futuristically styled, all singing (They actually do speak ) multi product units that are a departure from the monolithic    "Monocolumn" designs of old. As such they would offer a saving although
perhaps not enough to overcome the additional expense of the sophisticated canopy.

Although the whole refuelling area is now quite open, light and airy, it does not make the strong colour statement so evident of the previous design. The famous bullnose is retained but in a more reduced format with the new Helios symbol featured "Badge" like on the side. At night green is still the brand colour but unfortunately the beauty and geometry of the Helios is lost when illuminated.

Perhaps most revolutionary is the Convenience store name "Connect" which due to the more neutral branded fuelling area becomes very prominent with the extensive use of green. Contained in-store, is, by forecourt standards at least, an impressive array of convenience offers including the own brand "Zip" café. In a departure from the trend to heavily differentiate the convenience store brand from the fuel offer, Connect acts like an "Umbrella" brand to house various sub brands.

© Copyright by Minale Tattersfield Design Strategy

Petrol Station in the UK is the best road to bankruptcy

According to Don Kinnersley at Price Waterhouse Coopers, auditors to the oil industry, owning a Petrol Station in the UK is the best road to bankruptcy. With the government taking around three-quarters in tax, only a profit margin of between 2 and 5 percent can be expected form selling fuel. With supermarkets now the biggest seller of fuel in the UK offering fuel as a loss leader to attract customers to the store the option to increase prices is not a real one. Price cutting proved suicidal for the "Save" chain of service stations in the UK and whilst Esso's "Pricewatch" cost matching scheme succeeded in gaining more turnover, it has cost the company Billions.

With overheads exceeding profits from fuel, the only way to generate a positive cash flow is to concentrate heavily on the non-oil sector of forecourt business, that is car valet and the convenience store. Even then, the convenience store will need to offer a well-presented and targeted product to attract the consumer. The only shining star in a grey retail environment here is the lowly sandwich. Staple diet for the British at lunchtime, the sandwich offers a substantial profit.

Despite a concerted effort, no oil major has managed to truly master the softer art of selling food and explains why many have sought partners such as Tesco, Waitrose and Sainsburies. Worst of all from a loss making point of view are low turnover rural sites, which are being rapidly lost from the market sector, much to the annoyance of the country dweller. The optimum petrol station site is one selling at least a million gallons per year (2,200 kl / annum 183kl / month). Such a large turnover site will however cost you £1 million.

Not surprisingly many petrol station forecourts have closed and been reclaimed and redeveloped for more profitable purposes. Petrol stations both loose money and provide nothing but a focus for ill will from a distrustful consumer who sees oil companies as both environmentally harmful and greedy. The option to pull out of Retail and focus on upstream activities is seen as a real one for many. Shareholders would certainly understand the logic. Perhaps the only reason many stay is to not jeopardise their winning of upstream exploration licenses from governments keen on keeping their voting consumers adequately supplied.

As a model in developed and deregulated markets, the UK is quite normal. However beware those in developing markets who currently enjoy high fuel profit margins!

© Copyright by Minale Tattersfield Design Strategy

Texaco Opens Parcel Sites

Texaco unveiled Relay Star, the first pick-up and drop-off package service to use petrol stations as depots, on Monday 10th June.


The Chevron Texaco subsidiary has been piloting the service in North London with engineers from IBM since April. But Monday 10th June was the official date for rolling out the concept to almost 1,000 sites throughout Britain.

Phillipe Brasseur, the general manager of Relay Star, came up with the idea for the service in 1999, which has been running successfully in the Benelux countries since June 2000.
Allowing products to be delivered to local Texaco stations has proved convenient because of their extended opening hours, on-site parking and secure storage areas.
Relay Star has signed up a small number of customers, including the technology giant NCR and Sabre Supply Management, who deliver telecoms equipment. More companies are to be announced soon.
Established carriers such as UPS, Securicor, Parcel Force and Vision, will manage the deliveries.

© Copyright by Minale Tattersfield Design Strategy

Marcello Minale's 9th book "How to Design a Successful Petrol Station"

This is the ninth book from Marcello Minale, but his first to cover the subject of forecourt design. Minale passion for petrol stations is reflected in this, his latest book.
Heralded by The Times newspaper as a true force in the design world, his insight and wisdom developed by years of designing for the energy sector is second to none and his observations and comments offer a pertinent view of the opportunities and pitfalls involved. He uses as examples only the best in forecourt design, both in terms of aesthetics and function, and the design story for each project is carefully explained and extensively illustrated with technical drawings, development concepts and final design solutions. The importance of branding is also discussed, being in Minale's view the key factor to differentiate the players in what is, in essence, a commodity industry.
Until now very little has been written on the subject of petrol station design despite the important role they play in modern day life. But it is all here in 'How to Design a Successful Petrol Station'. Minale takes a colourful look at the complexities behind a construction that until recently has been taken for granted - an essential reference book for designers, architects, engineers, planners and anyone interested in the energy sector.

 Marcello Minale, FCSD, M Inst Pet is Senior Designer, Partner and Chairman of Minale Tattersfield Design Strategy in London, UK (www.mintat.co.uk). He studied art in Italy and Scandinavia before coming to London in October 1962 where he joined Young & Rubicam as Design Director for two years. In 1964 he founded Minale Tattersfield & Partners with Brian Tattersfield. A regular jury member and past President of the Designers & Art Directors Association in London, Minale's consultancy has won 13 Silver Awards from the Association and a Gold Award from the Art Directors Club of New York. Together with Brian Tattersfield he was awarded the D&AD President's Award for outstanding contribution to British Design.

Over the years Minale has published 9 books on design. All have been sell-out successes. Minale developed an interest in designing for the energy sector early on in his career. Driven by what he saw as the sorry state of forecourt architecture in the 1960s, he was determined to leave his mark when inevitably the move came to rectify the situation. It seems he may have achieved his goal, having built up over the years an enviable client list including AGIP, BP, Elinoil, Italiana Petroli, LUKoil, Repsol YPF, Gilbarco, Logitron, Maser and Marconi, among others.

Now a recognised authority on design for the energy sector, he has built his reputation on his ability to create innovative yet practical designs, time and again. Two of his recent lectures include 'Getting designs on the future ...a vision beyond the auto-centric world' and 'The petrol station of the future'.
Other books from Minale Tattersfield include:
  • 'Minale Tattersfield Designers' 1967
  • 'Design à la Minale Tattersfield' 1986
  • 'Design: The World of Minale Tattersfield' 1990
  • 'How to Run a Successful Multi-Disciplinary Design Company' 1991
  • 'The Leader of the Pack' 1993
  • 'The Image Maker' 1995
  • 'How to Run and Run a Successful Multi-Disciplinary Design Company' 1996
  • 'All Together Now' 1998
  • 'How to Keep Running a Successful Design Company' 1999
  • 'How to Design a Successful Petrol Station' is available from http://www.booth-clibborn-editions.co.uk/
© Copyright by Minale Tattersfield Design Strategy

Fuelture - Courtesy of Future Fuels Energy Institute

The driving factors of service station design for new fuels are the same as conventional fossil fuels and can be divided into two main categories, physical and socio-economic. The two main physical factors influencing forecourt design are:
  • The characteristics of the vehicles frequenting the service station – in particular, the vehicle turning circle (around 12 metres for large trucks and tanker filling vehicles).
  • Fuel storage and dispensing systems.

While personal passenger vehicles fuelled by new energy sources may be more compact, aerodynamic and lighter, their turning circles may be similar to those fuelled by more conventional means. Furthermore, large trucks should also have similar turning circles in the future, whether they are used for cargo or ferrying people from A to B. So, if the first physical factor will not influence service station design for new fuels, the second socio-economic surely will?

The drive to maximise service station revenue generation, coupled with the need to satisfy time-hungry, disposableincome-rich, weary consumers, has resulted in a plethora of ancillary businesses ranging from car care to convenience stores appearing on the modern forecourt. Since tight profit margins on the core fuel business (conventional or new) plus high rents on prime roadside locations are likely to remain ever prefuel retailing outlets either with their own on-site ancillary businesses or integrated into someone else’s business enterprise, such as supermarkets.

It is difficult to envisage a reversal of the trend towards ever more frenetic, independent lifestyles  in which the modern automobile plays a key role. However, we should not assume that the trends and demographics of new fuel service stations will not change, since the same environment protection legislation and increase in conventional fuel prices that has encouraged the development of new fuels may also encourage more fuel efficient practices such as more public transport and multi-occupant vehicles. The complex, and therefore capitalintensive, nature of fossil fuel exploration, extraction, refining, marketing and distribution has led to a centralised ownership model dominated by multi-national or national oil companies either owning and running a site or entering into a franchise arrangement with local dealers. Conversely, where future fuels are less complex, such as electricity generation via renewables, one might expect a less centralised model to be viable. Hence, one might expect to see future fuel forecourts that not only dispense fuel/energy but generate it as well. Therefore, location criteria for future service stations may include the local wind, sun and water regimes.

Multi-national BP has recently installed LPG can only just be considered a future fuel as it has become quite well established in many markets. Dispenser nozzles are different for this fuel, but the most distinguishing feature of service stations offering LPG are the above ground, fenced storage tanks. Above ground fuel storage is less space efficient than below ground tanks that allow the driveway above to be used for general vehicle circulation and parking. Meanwhile, non-fossil hydrocarbon fuels such as ethanol require largely the same infrastructure as conventional fuels and, therefore, ethanol equipped service stations appear identical to conventional fuel stations.

Hydrogen ‘Towards a hydrogen economy’ is a current widely held vision of the future and heralded by many as the most promising future fuel. Pilot hydrogen stations are beginning to appear at a number of European and American (most notably California) locations. Hydrogen production and fuel cell technology is still relatively young. As is the case with a number of future fuels, a ‘chicken and egg’ scenario exists where a lack of hydrogen stations limits growth of production hydrogen cars and vice versa. However, Kyoto targets, government legislation and regional ‘personalities’ such as California’s Arnold well short of the Directive  reference value of 2%, the government puts this down to a low starting point and only relatively recently introduced the bioethanol incentive. The UK lags behind other Member States, such as Germany, but is ahead of some who have minimal amounts of biofuel available. In July, the Commission expressed concern at the lack of progress in certain countries including the UK. Letters of formal notice have been sent asking Member States to justify their unambitious targets. Clearly, the UK government considers that its current and future policy measures particularly the RTFO will ensure that it meets its target for 2010. It is required to let the Commission know its target before July 2007, but has intimated that it will do so next year. It is uncertain whether the target set will be close to the 5.75% biofuel penetration reference value prescribed in the Directive. A corollary to the government meeting its targets for biofuel penetration in the UK road transport market is a considerable expansion in biofuels production. If the Directive 5.75% penetration target is to be met in 2010, some 2,700mn litres of biofuels will need to be produced or imported. This represents a 20-fold increase on current levels of availability.

Considerable investment in new plants and R&D to improve manufacturing techniques is a pre-requisite to meeting the biofuel demands contained in the UK governments ambitions. Confidence to undertake new plant investment programmes will only materialise when government initiatives give a strong signal of intent to the industry. EIC lobbying Following the UK government consultation in early 2005, the EIC issued a position paper. Fuelling a Sustainable Transport Industry backed by a coordinated campaign among top officials. An Early Day Motion was launched in Parliament and quickly gathered support. EIC Members were guided in initiating contact with their local MPs.

The key points of the Groups position include: "The government should aim to achieve the 5.75% penetration level given in the Directive for 2010. "The RTFO should be the main driver to achieve this, backed up by the existing duty differential. "The RTFO should be in place by 2006, with fiscal measures to support the industry in the meantime if this is not possible. "The RTFO should incorporate a certification scheme to differentiate fuels according to their sustainability, but this scheme should not delay a basic RTFO being put in place as soon as possible. "The 3-year rolling commitment in the Alternative Fuels Framework is too short, given industrys longer planning cycles and payback periods, and should be lengthened to ten years. The EIC will press these points in a series of meetings with Ministers and top officials. Bob Larbey is a member of the UK Environmental Industries Commission (EIC) Renewable Transport Fuels Working Group.

For more information on EIC campaigns or membership, please contact Merlin Hyman on t: +44 (0) 20 7935 1675 or e: info@eic-uk.co.uk As demand escalates for biodiesel feedstocks may well have to be imported.

Subtropical Jatropha seedlings shown here growing in a nursery could well be among such potential feedstocks (see p7) Photo: D1 Oils ...continued from P15 warzenegger and London Mayor Ken Livingstone may help break the cycle. Hydrogen stations would look very similar to todays conventional sites, unless production of the gas took place on site via wind turbine powered electrolysis.

Hybrid vehicles The current range of hybrid vehicles, such as the Toyota Prius, with conventional internal combustion engines coupled with electric motors powered by batteries, will not drastically alter forecourt design since they have no plug-in facility for charging their batteries. However, the next generation of hybrids will surely have beefed up batteries and a plug-in capability. It is likely, therefore, that future fuel stations will have bays dedicated to recharging or even exchanging batteries. The fastest battery charging speeds are currently slower than dispensing fuel, but can still be measured in minutes rather than hours. Electric vehicles Here is where the story becomes more radical, since battery powered electric vehicles could conceivably carry their own solar/wind battery charging systems on their roof or locate them at the home or office. As a result, there would be no need to visit a service station as we know them today. Equally, electric vehicles could charge their batteries at grid-connected parking cum charging meters. Internet connection could even allow virtual convenience store purchasesthus aMicro Station  may be possible. These could be arranged singly, in arrays, at home, work or at other leisure/retail/transport facilities. They may even be portable. Becoming mainstream The branding of new fuel outlets that we at Minale undertake for clients such as the Fuelture stations to be launched soon in Glasgow (as pictured) are bright and cheerful. Whilst playing the environmental card when appropriate, they do not overstate the case since we believe such a new industry should look mainstream if it is to become mainstream.

Looking further afield, as with any new technology, the opportunity exists in the developing world to leapfrog the developed world. Unfortunately, in India the trend is for the new middle classes to happily jump off crowded trains and buses into grid-locked Tatas (mass-produced small cars). Further oil price hikes and decreases in air quality may motivate the development of at least more LPG stations if not other future fuel related outlets. 

© Copyright by Minale Tattersfield Design Strategy

David Davis Spearheads Energy Division of Minale Tattersfield

David Davis joins Minale Tattersfield Design Strategy as partner in charge of the energy sector. David brings with him an expertise built over 13 years covering 23 major Roadside Retail projects in 30 markets worldwide.

In this exclusive interview David gives an insight into his past successes and keeps his eye firmly focused on the future of the forecourt.
Why have oil companies tended to lag behind the other Retail sectors in terms of the level of service and comfort offered to the consumer?

"Decision makers within oil companies have been principally preoccupied with core activities such as refining and view retail as a slightly 'softer' discipline. The tendency, however, has been for oil companies to appoint senior retail experts from non oil-related businesses in order to address this in-balance."

Are you saying going to a service station is the same as going shopping in the high street?

"In principal yes because both are forms of retail and are governed by the needs of the consumer.There are of course significant differences; due to the 'distressed' nature of fuel purchase or the 'fuel-indicator-reading-zero syndrome!', motorists will, from the outset, be slightly ill-disposed to entering a service station."

"The challenge for service stations is to achieve the status of a 'destination' purchase location where the motorists, or for that matter pedestrian, is enticed into a modern, well-designed shop/convenience store stocking a wide range of products, foods and services. Service stations should aspire to become oases for the tired motorist at the same time as offering 'pitstop' car service facilities."

Which of your past projects do you consider most significant?

"The BP Horizon re-imaging programme in 1987 launched many careers including my own.By the end I felt satisfied I had made a significant contribution to a design that has become a benchmark within the industry. BP's business dealings since have shown that being a leader was more than skin deep. I was therefore not totally surprised that BP would attempt to extend their lead."

"The ultimate challenge then followed on winning the Shell tender to re-image their network, the biggest in the world. With Shell it was not so much about achieving revolutionary change (by this stage they were already leader in many markets), but achieving consensus amongst the multitude of regional operating companies. As ever each region had its own agenda and individual needs. The argument for applying a consistent standard across a diverse network was strong and eventually prevailed but not without a great deal of effort. Working with Shell's engineers allowed huge economies of scale to be achieved by taking advantage of their massive buying power. To some extent this redefined the signage business which had previously been of a smaller and more artisan in nature. Rejuvenating the Shell symbol by simply redefining the colours and sculpting the shape into three dimensions whilst preserving the original artwork is the detail I am most proud of. In this case, Less is more!"

What differences have you come across in dealing with regional players across the Globe?

"There are too many to list individually but I would have to site my experiences in Asia as indicative.A different management style combined with cultural and language differences mean it is even more invaluable to establish a clear brief in person, something I always endeavor to do with any client. To read the body language is as important as the written or spoken word. I suppose design is one of the less tangible sciences and therefore more difficult to express in absolute terms."

"This was particularly the case with Thai Oil where the chairman offered the design team a free reign but suggested we 'look at' the existing rhinoceros mascot as a starting point. Despite investigating a broad range of solutions, I knew instinctively we would return to that rhino. The challenge was to turn what was essentially a cartoon character into a corporate identity that could be launched on the international markets as well as be implemented in individual service stations. The Rhino horns energy mark did just that and also had the quality of adding a taste of the 'East'."

"To allow a company to be perceived as both local and global is always the goal. Petronas too, was determined to be a leader in their own Malaysian market as well as attain notable exposure abroad. The branding solution we arrived at achieved this in a simple but confident way which is precisely the mark of a leader. A consistent implementation programme albeit interrupted by a temporary downturn in the Asian market reinforces Petronas's respect in both the eye of the consumer and business."

"Competing against the majors was again a priority with Petron of the Philippines. Richness in colour researches well in all markets of the world but none more so than the visually vibrant Philippine market. The design solution for Petron adopts the strong national colour palette but with automotive-type metallic gloss finishes which also aspires to a modern international look. Local production is always an advantage and was achieved uniquely by setting up a partnership agreement with state of the art European sign company Colorlux."

How close to the cutting edge of form and function do you consider your designs?

"Many a project starts with the brief 'Give us the most radical station design'. Quite how radical is 'radical' is always the question. Some clients mean just a refined version of what is currently considered to be state of the art whereas others been truely far out. This was precisely what Italiana Petroli (IP) understood 'radical' to be; something that would match the space-age advertising campaign they had running at the time."

"The concepts produced for IP went to the limits of what is feasible and slightly beyond. At the concept level I feel it is unhealthy to be blinkered by what is currently viable as over time technology can be developed to allow a new way of doing things. For example, the spreaders on the Shell design are made by a pre-decorated deep-draw vacuum process not previously encountered within the sign making business. The skill is in judging how much development is required to achieve a certain look and whether it is actually worth the effort. In this respect having a close relationship with an innovative sign supplier is so useful. Some of the 'radical' concepts for Lukoil have to be measured against their ability to withstand loads of 3 metres of snow at -20°C for 6 months of the year as can be the case in Siberia. These sort of constraints do tend to rule out many options."

"At the other end of the spectrum, coping with the constant sun and heat of the United Arab Emirates posed an equally demanding set of criteria for the Abu Dhabi National Oil company. Their existing vinyl fascias suffered badly from the degrading effects of sun and wind blown sand. Going for a factory coil coated painted metal solution will offer far greater resilience and retain a quality image for longer. That leaves the issue of lighting which can be solved in a number of ways, direct lighting - usually a neon type source, or a discrete light source where light is seen after reflecting off another surface."

What does the future hold?

"Firstly it seems clear an ever more competitive market will prevail with less state owned monopolies and a further enhancement of the shop offer.Technologically there will be many developments offering greater environmental protection against spillage, more energy conservation ideas like BP's canopy-mounted solar panels, speedier payment devices utilizing smart cards or prepaid schemes through virtual web-based oil companies. Improved screens will allow animated/interactive messages to be used instead of or supplementing building fascias and signage. More reliable light sources will be available reducing running costs and maintenance. More revenue generating schemes will be conceived to exploit the large real estates owned by most oil companies like drop zones for web purchased products. Different fuel sources will be developed that we will be dispensed in automatically."

"The list goes on ..."

© Copyright by Minale Tattersfield Design Strategy

Modular Petrol Stations

Distinct from mobile filling stations which have an above ground tank, modular petrol stations are the low tech "Half-way house"solution which offer a more traditional looking filling station albeit on a smaller scale, with tanks underground. Not having to worry about the extra engineering necessary for above ground tanks, modular stations can be cheaper than mobile stations.

Further savings over traditional methods can be made by negating the need for extended pipe runs by mounting the pumps and even the canopy directly to the tank assemby. Site works can therefore be quite minimal, consisting of just digging a trench, laying in the tank and finally fixing the pumps and canopy. Anchoring the tank in areas of high water tables would be necessary in addition to providing an area of containment with water / oil separating facilities. (Even mobile stations require the provision of a containment / separation area so they are not quite the "Drop & Go" solutions that some would like to think).

Shop/attendant facilities can be added locally or be included within the "Kit" of parts. Containerised modular stations can offer a very affordable and appropriate solution for developing markets and remote locations.

© Copyright by Minale Tattersfield Design Strategy

E-Commerce and Virtual Oil Companies

Futurologists would have us believe that "virtual oil companies" will soon be serious competition for established, traditional oil companies, adding to competition already established in many regions from supermarkets. Internet enabled motorists will soon be dialing up "Friendlyfueller.com", their internet based virtual oil company, whilst on the move. This e-company will have secured bulk fuel purchases and will be able to offer a reduced price at the filling station. On the screen of our mobile phone will be a map of the area, displaying the locations of the Friendlyfueller / host brand site as well as the fuel prices. Consumers will have the choice between "Friendlyfueller.com" and the existing host brand. Whether oil companies would be complacent enough to allow such a practice from a "virtual oil company" remains to be seen.It is true that oil companies are already adding a virtual element to their own businesses. Products can be purchased from some companies on-line and picked up on site.

Euroshell, for example, offers a very useful internet-based service for truckers where they can co-ordinate with haulage companies to ensure their number of empty journies is minimised. The idea of a petrol station being a drop & collect zone makes sense when one considers how much real estate oil companies own. Any extra form of revenue generation is bound to be well received. Full internet facilities are already being offered in-store and some companies are considering adding the latest concept - Fastaweb. This is a simple, low-cost website service whose intention is to make websites available for the masses. Websites can be set-up very quickly and cheaply by designers employed on site. Fastaweb stores will also appear in high-streets, initally in England and Italy.

© Copyright by Minale Tattersfield Design Strategy

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