SOGO
Brief
The Southern Group approached us with a challenging yet exciting task: to build a new fuel brand for the Zimbabwean market. This new brand was to be a part of the established Southern Group of companies portfolio, which has a reputation for fresh approaches and trusted delivery.
Challenge
The primary challenge was to relook the brand architecture for the Southern Group. This would provide a clear strategy for any new brands they add to their portfolio. We would then need to look at creating a new fuel brand that would stand out in Zimbabwe’s competitive fuel market.
SOGO
Solution
We proposed a one retail brand strategy, endorsed by the master brand. This approach aimed to leverage the strong reputation of the Southern Group while establishing the fuel brand as a unique, standalone brand in the fuel sector. We developed an inspiring strategic framework, underpinned by a unique purpose: To bring Zimbabweans the innovative offerings and service excellence they deserve. The name SOGO emerged from a fusion of ‘Southern’ and ‘Go’, symbolising both the legacy of the Southern Group and the brand’s commitment to ‘going beyond’ in every aspect. This name encapsulates the essence of the new brand – innovative, forward-moving, and always striving for more. The identity of SOGO was crafted to reflect its core values: Innovative, Young, Bold, Maverick, Dynamic, and Different. These were integrated into every aspect of the identity – from visual elements to service design.
The Results
Currently, SOGO fuel stations are being introduced across key Zimbabwean locations. This maverick brand has successfully resonated with the local audience and upheld the Southern Group’s reputation for reliability. SOGO represents more than a fuel station; it’s a redefinition of the fuel retail experience in Zimbabwe through innovative solutions and exceptional service.
Project Included
Brand Strategy | Naming | Identity design | Guideline | Environmental design | Print Touchpoints | Digital | Signage & way finding