Identity for BGW alternative fuels

Offering Compressed Natural Gas (CNG), the newcomer Eastern European petrol station chain aimed to project itself as a real alternative to electric fueling in sustainable mobility. Putting ‘alternative’ in the focus helped to form and identity based on the simple wayfinding system. Knowing that the transition for alternative fuels can be pricy in the beginning, we had to make sure that it is not appearing as the privilige of a few. By using equal styled icons for three different fuel types, we wanted to avoid judging or forcing anyone but offering  simple choices, beside one-another. However, we believed that showcasing the alternatives as equally simple solutions can encourage more people towards change.

The creative concept and the first designs came to life through a Problem You Love workshop, with the participation of Dániel Hártó, Dávid Demeter, Lili Köves, Benjámin Bor and Zoltán Kalászi.