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The Sasco brand identity had long used a palm tree as its identity. The brief to Circle was to create an evolution that would significantly change perceptions of the brand. The approach was to capture the elegance and energy of a single palm leaf to create a distinctive brand language for Sasco. The idea of the leaf has been translated into a unique brand style for the retail identity, using a palette of fresh greens and a distinct language of forms applied to the signage and architecture.


A corporate and retail identity for the growing empire of top UAE fuel retailer Emarat.

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Sahel is... a new modern customer-focused fuel retail brand for Saudi Arabia.

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A new retail identity celebrating a buzzy, urban environment with strong appeal to international customers a long way from home.

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