Being the second largest and most important subsidiary of the global giant SHV Energy, Ipragaz has been for decades the leading LPG player in Turkey. Striving to satisfy customers’ new needs, Ipragaz has entered progressively the LNG and electricity markets. In 2012 it took a giant step forward to enter the liquid fuel sector, thereby transforming its organisation into an energy supply brand that offered “all-inclusive solutions under a single roof”.
The necessary distance
Because the Ipragaz name was associated to LPG, the company needed to create a new brand able to provide an appealing yet distinctive experience in a market where big, international brands were already well established. Saffron created the name –GO–, the core concept, the visual style and the eventual design of the new stations: a place to escape the rigours of the road and possibly even enjoy filling up. To build the service station Saffron partnered with Malka+Portús. Together we designed a unique experience covering every aspect of people’s interaction with GO – from the sign on the highway to the one on the restroom, and everything in between.
Visibility and growth
The first station was successfully launched in Istanbul at the beginning of 2013. 50 new stations are expected to be open by year end.