positioning driven exploration to spark loyalty at the pump
TOPAZ Energy Group Limited of Dublin, Ireland. www.topaz.ie
Retail Brand & Innovation Consultant, Creative Director
New Retail Forecourt & Convenient Store Prototype developed for Roll Out
With the convenience retail market continuing to heat up globally in the mid-2000’s, the stakes of carving out differentiation to promote preference & loyalty at the gas pump were higher than ever within the retail petroleum space. Previously traded under the Statoil & Shell brands, Canadian owner Couche-Tard Group announced in 2005 their retail petroleum chain stores across the island of Ireland would be re-branded as Topaz, along with significant investment made toward their desire to stand for innovation at every stage of the up, mid & downstream supply chain, as well as exploring innovation opportunities around the full arc of the consumer experience. Their blue sky thinking innovation challenge was awarded to CBX Worldwide in a competitive bid, with myself serving as the primary retail brand consultant & team creative director.
The project scope included market research, brand strategy & a complete graphic identity make-over plus facility re-design, guided by a ‘That’s Better!’ ethos centered around customer service & social-environmental responsibility. Launching the initial CBX prototype location in 2010, TOPAZ Energy Group Limited received four competitive awards: ‘Newcomer of the Year,’ ‘Best Oil Company Initiative,’ ‘Best use of Category Management’ & ‘Best Forecourt Facilities’.
Topaz is now Ireland’s largest & leading fuel & convenience brand with a network of 430 locations, opening its latest flagship in Carlow, Ireland on April 12, 2017.