2020

2025

2024

2023

2022

2021

2019

2018

Paola Vecco

Individual Credits

Design Director

Design Company

Website

Client

Jupio Ishiyama (Graphic designer) / Claudia Hidalgo (Project manager) / Paloma Estremadoyro (project executive) / Sergio Wullich (retail designer)

Design Team

Primax, the leading service station in Peru, decided to refresh it’s identity and develop a new retail experience for it’s tenth anniversary. Thus, we embarked on this new project, beginning our analysis with a costumer journey, which allowed us to detect the true needs of the user, and our client could understand what the brand needed and the market demanded: A significant change respecting certain brand equities.

During the investigation, we highlighted an important finding: The opportunity to humanize the brand. This would allow us to take Primax to a more personal level where it is perceived not only as a gas station, but as the companion that helps you accomplish your activities, day by day.

That is why we created the concept “Energy that generates energy”, which unifies fuel energy with human energy. Starting from this concept, we looked for different ways to reflect the synergy produced between the brand and the constumer, and that is how we arrived to the boomerang, an element that accurately reflects what we had in mind: synergy, power and agility. Based on this new icon, we developed the morphology of the main module, which charges volume in the form of a single clean and pure plate that is projected as a cantilever.


Bronze Winner in Branding for Graphic Design

PRIMAX – ENERGY GENERATING ENERGY

Indigo Design .css-77mll5{display:block;}@media screen and (min-width: 80em){.css-77mll5{display:inline;}}Award Winners

2018

Indigo Design Award Winners