Gazprom, the Russian oil giant, is rolling out a new petrol station and convenience store design.
A prototype store opened on the outskirts of Moscow before Christmas.
The new design retains Gazprom’s two-tone blue colour scheme and incorporates a flame graphic alongside Gazprom’s recognisable ‘G’ cigarette lighter motif.
It has been developed by London-based design agency, Minale Tattersfield & Partners. It will be used for new build sites but predominantly retro fitted to Sibneft petrol stations, which Gazprom acquired from billionaire Roman Abramovich. According to Minale Tattersfield partner, David Davis, some smaller networks in the regions will also be converted.
Frankly, the cigarette lighter motif is quite old fashioned in our eyes but it is so well known and respected that it would never be agreed to change it,” said Davis.
“Instead of changing the G logo and type, we have introduced a flame as a secondary branding device. It was quite hard to make it look modern, and apart from that it is quite conventional in design. It does not have totally innovative architecture but has quite attractive graphics.”
Two-tone blue colour scheme on the forecourt with new secondary branding device
The petrol station is branded Gazprom but will be operated by Gazpromneft, a business in which Gazprom is the majority shareholder.
While the forecourt has retained the corporate blue colour scheme, orange has been added to the convenience store design to differentiate it from fuel.
According to Davis, orange is a good colour for a cold climate.
“A splash of orange sends a message to the consumer saying ‘we are a bit softer’ and it is more welcoming,” he explained.
Inside, the design adopts a classic convenience store model offering dry snacks and hot and cold drinks.
“It is not more developed than that – it’s not a proper supermarket offer, but is very much about topping up,” said Davis. “There’s nothing particularly groundbreaking apart from nice decoration, colours, materials and finishes.”
The construction is noteworthy, however. According to Davis, the c-stores have a modular, steel construction, and are made in local factories and then shipped to site rather than attempt to build on site in cold permafrost.
The Gazprom c-store, which is branded with a generic shop name, is a step-change from previous petrol station incarnations, however.
Davis, who has worked on designs at other leading forecourt players in Russia (Lukoil and Rosneft), recalls conditions a decade ago.
“When I first designed Lukoil in 1999 there were no c-stores, just unattractive buildings. There was attended service because it was too cold to get out of the car, and just a few lubricants in a bleak looking room.”
And Davis remembers the incredulity Lukoil’s convenience store logo of a man with a shopping bag created.
“Even then the Russians thought it was so funny and strange because products were still not readily available. They were still queuing for bread and they did not understand the need for convenience stores.”
Fast-forward 10 years, and while the Russian c-store market lags Europe in many respects, it is developing rapidly.
“Convenience stores are quite new to the Russian market but now that there is a bigger middle class with less time and more disposable income, they have become more of a proposition,” said Davis.
“Like us, Russians are now time hungry and they will make top-up purchases on the road.”
That should help fuel Gazprom’s new petrol station and convenience store design.
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