Brand Design Relaunch

Mini Dolphin

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Mini Dolphin is a petrol station brand built by the Haike Group for its petrol stations with an integrated store area. To increase brand recognition and facilitate the spread of the group’s image among the younger generation, Mini Dolphin’s visual identity moves away from a sober, business-like style to a simple and cartoonish brand design. A dolphin was chosen as the key visual because of its intelligence and to echo the company’s youthful and open-minded image. Since the relaunch, the petrol station stores have also begun to sell emotionally appealing merchandising items to promote the brand, increase sales and raise brand awareness.

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