Shell, one of the UK’s biggest purveyors of sandwiches, is rolling out a fresh food and drink brand, Deli2go, designed by Blue Marlin.
The brand will be rolled out across 550 Shell operated forecourts across in the UK. Shell is determined to offer motorists top quality ingredients, generous portions and fresh, flavoursome food and drink.
Its ultimate aim is to provide quality, genuine value and great choice to people on the move. Deli2go encapsulates the energy, enthusiasm and optimism of that vision. Deli2go covers all chiller cabinet food as well as hot drinks and Shell’s own label range of juices and smoothies.
Blue Marlin, which started work on the project in November 2008, has created every aspect of the brand in partnership with Shell, from naming and brand architecture to packaging and retail environment. The Deli2go identity is based on a series of arrows that direct shoppers to the brand and help them to navigate the wide range of products on offer.
The arrow device, which appears in a variety of appetising colours, is cleverly applied throughout packaging, from stickers on fresh fruit to nutritional information on sandwiches.
Markus Hofman, Shell Retail’s global category manager, food, snacks and coffee said, “Deli2go is a modern, invigorating brand that elevates forecourt food and drink to where it should be – a positive choice for motorists who want a great selection and great quality.”
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