CASE
ST1
From Shell to St1 – One of Norway’s Largest Rebranding Projects
RETAIL & SERVICES
After more than 100 years on Norwegian roads, the Shell brand was phased out in Norway. St1, which has owned and operated the stations since 2015, rebranded all 264 stations to St1 during 2025. The scale makes this one of the most extensive rebranding projects in Norwegian retail.
CHALLENGE
A Historic Shift on Norwegian Roads
The transition was not simply about changing a name, it was about creating an entirely new and cohesive brand experience. An iconic player was to be replaced by a newer and less established brand in the Norwegian market.
At the same time, the entire customer experience needed to be redefined – from visual identity and communication to store concept, food offering, and interior design – and implemented nationwide while stations remained fully operational.
SOLUTION
A Cohesive Brand Experience
St1 was established as the new master brand in Norway with a clear and consistent identity across all touchpoints.
At the same time, a new food and convenience concept was developed: Réal. In collaboration with Knowit, the name, strategic direction, and visual identity were created to position St1 as a food destination.
The concept was designed as a flexible yet robust system that works seamlessly across façades, menus, packaging, uniforms, campaigns, and digital platforms. The identity allows for variation while maintaining consistency and recognizability in every context.
EXECUTION
Design at Scale
The project required the development and production of a significant number of brand assets within a tight timeframe.
The design system was structured as a scalable framework that could be implemented efficiently across 264 locations with different physical conditions, while still maintaining a consistent visual expression.
01 / 05
RESULT
A Stronger Market Position
All 264 stations were rebranded during 2025. St1 has established a clear position in the Norwegian market, and Réal has been launched as a new, unifying food concept.
Feedback from both customers and station operators indicates that the new brand is perceived as relevant, attractive, and clearly differentiated.
In a short period of time, we established Réal in close collaboration with Knowit. Together, we developed the name, identity, and key launch elements. The result is a clear and effective foundation for how we will communicate our food concept going forward.
Erlend Føleide, Head of Marketing
St1.
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Ørjan Sveen
Sales