BP: RETAIL STORE & SITE DEVELOPMENT

Art Direction/Visual Merchandising Design/CMF Design/Graphic Development/Manufacturing Liaison

As BP prepared to enter a new era following the acquisition of a major American competitor, the brand needed a bold redesign that reflected its evolving mission and resonated with a broader, modern consumer base. The creative vision for redefining BP’s retail presence centered on developing a cohesive visual identity and environmental strategy that extended across the store, canopy, pumps, and unique franchise touchpoints. The result is a distinctive, future-facing brand system that balanced global consistency with localized flexibility and ease of manufacture.

A key innovation was the introduction of a store-within-a-store model, allowing categorical zones, such as candy, beverages, and cooler areas, to stand out while maintaining overall cohesion. An integrated CMF (Color, Material, Finish) strategy emphasized durability and sustainability, supporting BP’s long-term goals. The comprehensive brand guidelines developed during this transformation have remained foundational for more than 25 years and demonstrates the lasting value of thoughtful, scalable design leadership.

Enhancing the consumer experience required softer visual direction to support a “store within store” approach, guiding consumers more efficiently around the retailer.

INITIAL VISUAL DEVELOPMENT SELECTED FOR PROTOTYPING

GLOBAL BRAND SPECIFICATIONS

Included Interior Cabinetry Specifications, Brand Identity and Store Layout Direction for Each Store Style.

Prototype Station and Store Launch