Initiated by Adelaide Fuel, ‘77 South’ was created as a sub-brand exclusive to the new Caltex service station in Normanville, South Australia. Well away from the big city life; the site is marked at 77kms south of Adelaide. The concept takes inspiration from America’s famous Route 66, specifically the stencils sprayed on the asphalt.
Built to service locals and holiday goers passing by, 77 South prides itself on offering the best local fresh produce. The overall brand experience sits worlds apart from the usual service station stigma. The interior fit-out benefits from extra attention to detail - bespoke neons, letter-boards, pendant lighting, laser-cut signage and premium finishings. The interior also features its own cafe area - provoking the customer rest and recharge before continuing their road trip, or to stay for a coffee whilst popping in for the newspaper. Again, a strong point-of-difference within an industry of fast customer turn-over and lack of rapport.
Project scope: Name Generation / Branding / Signage / Marketing Collateral / Photography / Advertising