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that allows manufacturers to increase the purchase frequency of their product at the point of sale so that they can increase their gross revenue, market share, and rate of return on investment

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G-Way Styrelf - new generation bitumen!

About

G-Way Styrelf is a polymer-modified bitumen (PMB) jointly produced by Gazprom Neft and the French concern Total. Its production is carried out at the asset of Gazpromneft-Total PMB. An important element of the formulation is a special binding agent PAXL, which promotes the formation of additional chemical bonds at the molecular level, due to which PMB acquires a unique property - resistance to delamination.

Task

Develop branding for points of contacts for the G-Way Styrelf bitumen brand.

Decision

The construction of class A roads is a priority for modern Russia. Roads, interchanges are constantly being built, new overpasses are being laid, and for all this, bitumen is needed, which is the main binder component of asphalt concrete mixtures.

G-Way Styrelf, thanks to its polymeric properties, makes it possible to build road surfaces that are much more resistant to cracking and rutting, even under increased traffic loads over a wide temperature range. The service life of such roads is increased by more than 2 times compared to pavements made on the basis of traditional road bitumen.

The project was quite specific for us, because bitumen does not have a label, you cannot touch it, it is not sold in stores.

Our task was to brand different points of contact that are not grocery: bitumen trucks, POS materials that are distributed at exhibitions, souvenirs for presentation to buyers and decision makers in working with contractors.

We have developed a unified corporate identity. A black bitumen truck with super graphics, symbolizing the light from the headlights of cars rushing along high-speed roads, looks very impressive. We have extended this corporate identity to all products. Complementing this story is the G-Way Styrelf logo with the descriptor “New Generation Asphalt” that can be adapted to different sizes.

As part of the project, we made a full-fledged brand book dedicated to this product so that the company could later independently create presentations, letterheads, business documentation and present the product to large developers.