Convenience Brand Strategy

Thanks to the brand and communication strategy created by Brandpulse, Migros is positioned with its own unique and powerful brand within the convenience industry: Born from the cooperation between Migros and Shell, Migrolino is an important player within the growing segment of retail trade.

A large number of Migrol gas stations operates Migrolino shops and trusts the Shell brand within the fuel segment. At the same time, selected Shell gas stations operate their shops under the brand name Migrolino and sell Migros products. Brandpulse develops the brand strategy, the brand and shop design as well as the brand communication for the new convenience brand Migrolino in a record time of only four months. Not only the closeness to Migros and Migrol is emphasized but also the harmony in the co-branding with the Shell brand.

The Environmental Design department of Brandpulse creates the outdoor signage, in the form of a 3D design of the Migrolino logo, as well as the shop design. A specifically developed «fresh produce section» presents the fresh produce in a way, which creates an eye-catcher and emphasizes the brand’s high level of fresh produce competence.