Al Maha is a leading company in Oman, expanding rapidly since privatisation in 2004. Currently it has the largest petrol service station network in the country. In 2009, Al Maha commenced a review of its brand strategy in light of increasing competition. Working with ‘Circle’, a leading global branding consultancy, 3M Brand solutions were tested and specified for the new retail identity.
A new, modern and flexible identity was created, firmly based upon the brand’s cultural heritage in Oman. The key primary red and white colours were critical to the consumer perception of the brand both during the day and at night time, with total visual consistency from site to site across the country on both retrofit and new stations.
3M consulted closely with agency, client and appointed sign manufacturer regarding important issues of material durability – from graphic protection against sand erosion, the translucency/diffusion of graphics with internal LED illumination, and flexible sign substrate ‘blow out’ strengths in high winds.
A first class, long term quality image was extremely important to Al Maha’s senior manager of customer service, Mr Salah Al Shamsi who confirmed the use of 3M brand solutions for the canopy finish on the sections, the MID or totem sign faces, the car wash fascia’s and the Oryx logo on the stanchions.
The 3M ‘Matched Component System’ Warranty was offered to Al Maha as a chemically compatible system of materials and was specified – with white 3M™ Panaflex™ flexible sign substrate decorated by 3M™ Scotchcal™ translucent graphic film series 3630-33 red for the internally illuminated sign identity, 3M™ Scotchcal™ opaque graphic films series 100-13 tomato red for the non-illuminated signs, and 3M™ Scotchcal™ printable opaque graphic film series 3650 which offered petroleum-resistance to fuel grade labels and pump body branding.