Studio CRR was commissioned to develop and design a new brand concept for the motorway service station chain MY STOP. After evaluating the market intelligence and reviewing the operational processes, Studio CRR crafted a corporate identity program fostering My Stop's demanding range of applications, whilst remaining true to the overall brand concept at all times. The visual identity program included a custom-drawn typeface and pictogram series, the design of a retail shop system, a full packaging line for the initiated product ranges and a signage system. To complement the very crude visual program, Studio CRR commissioned an art photography project which then was included within the brand communication and retail environment.
To master the daily implementation of the visual brand assets, Studio CRR has developed a simple webtool that provides MY STOP the capabilities to design documents or packaging on demand across the entire organization whilst retaining a full brand consistency across all visual materials. To complement brand implementation, Studio CRR edited and designed a complete brand operation manual.