Starmetro, our clients behind the New Zealand wide Fix and Caltex stores, approached RCG Design Director, John Lenihan to create an instore environment for a premium coffee and food offering.
Working with brand specialists Marque, we identified the need for the final design to stand out in a cluttered, petrol station/convenience store, and yet easily transition into a potential standalone café brand in its own dedicated space.
This brand needed to be distinctive, flexible and dimensional. The first step in RCG’s process was developing a name, brand signature, graphic and fitout system. Then a test site was chosen and the new brand and delivery system was implemented.
The result was a striking oasis within a busy store that attracted customers to try the barista style coffee and the fresh ‘made on the premises’ pastries. The brand promise was more than fulfilled and sales increased immediately and since then have remained consistent.
The new name Motto implies a promise. A great environment, exceptional personal service and consistently ‘good’ coffee and food.