Shell deli2Go

eat positive on the go


Shell’s forecourts meant that they had direct access to hungry drivers throughout the UK, however putting their brand on food products considerably reduced their perceived quality and appetite appeal. Shell approached bluemarlin to create a Shell retail own-brand to help them be a credible brand on shelf as well as out on the road. We were challenged with unifying a scattered portfolio and activating the new brand across all consumer touch-points.


We generated a new brand profile to differentiate the Shell retail experience from their competition, drive impulse sales and communicate quality. We developed a new name – deli2Go, with an identifiable brand mark that stands for authenticity and unifies the brand offers in the retail space. The new brand profile enabled us to create consistent and visually striking packaging design. The strong brand identity and considered range architecture works cohesively across all consumer touch-points (digital, in store & on-pack).


Post-launch, deli2Go won Silver at the 2014 DBA Design Effectiveness Awards, seeing a 12% sales increase in 2010, while competitors saw a 12% drop.

Shell deli2Go successfully united a confused portfolio into a credible own-brand. Our cohesive design champions product quality and differentiates the brand from its competitors resulting in a huge sales increase

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