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Customer research indicated that Q8 retail sites felt tired and unloved, so the new Q8 retail identity by Circle dispenses with dark blue cladding, red illumination and cream livery and instead uses fresh new retail colours, materials and lighting technology to present Q8 as modern and dynamic and relevant once again. The retail colours are silver and a bright blue and give Q8 a distinctive and consistent day and night time appearance.

The entire customer experience has been refreshed and made easier and more efficient to use, aligning Q8's retail operations across their three european markets. Coupled with refreshed corporate brand tools, the Q8 experience is delivered at every touchpoint.

The new retail identity is set for a rapid roll-out programme in Italy following Q8's successful tender to take over the Shell network.