Winxo is the new name of Moroccan petroleum group CMH (Compagnie Marocaine d’Hydrocarbures) with ambitious plans to grow and to diversify into new innovative businesses outside its traditional business of distribution of petroleum products. Research revealed that a bold reimaging of its forecourt was necessary to seriously challenge incumbents Shell, Total and Afriquia. Additionally, it was decided that CMH should develop a new and unique shop concept across its network of approximately 200 retail sites.
To help convey the new reality, CMH initially approached a Parisian agency for a new name and symbol, and invited Minale Tattersfield in 2010 to develop the identity further, especially the three dimensional aspects.The resulting architectural forms derived from the soft organic logo shapes are just as radical as the renaming.
Winxo had to appear dramatic, modern and above all conform to Moroccan’s expectations of how a European brand would present itself.
Winfood, Winwash and Winauto
Winfood is the brand name applied to the food and convenience offer on Winxo highway stations. Comprising a modern 150 sq m c-store and an adjoining 350 sq m self serve restaurant, Winfood caters to locals and tourists alike with a prepared-on-site range of local and international dishes. In addition, shaded outside eating and safe play areas (plus dedicated WC facilities) are all provided to an international standard.
CMH decided to stay with Minale Tattersfield for the TV launch campaign which would be filmed out in Casablanca. Being a familiar movie location, it was not difficult to find a competent local film production team to work with Minale Tattersfield’s own directors, producers and creatives, and to put together a compelling campaign; the narrative centres around the petals of the logo and their magic quality.
According to Winxo there has been a noticeable uplift in turnover during early rollout phase and before the brand name was applied, suggesting that architectural forms play a significant role in attracting motorists onto the forecourt.