Nationwide Rebrand from the Ground Up For Afriquia, Morocco's Largest Fuel Retailer

September 01, 2015
by Paul Sparks

Afriquia, the largest petroleum retailer in Morocco, has launched a new brand and retail forecourt identity, which will be implemented across their 500 station network over the next three years. A subsidiary of the AKWA Group, Afriquia’s CEO/Director General Said El Baghdadi said, "We worked for more than two years on the consolidation of our brand, to bring it even closer to consumers and to position ourselves as a benchmark in Morocco. We are aiming to align our level of service with the standards of Europe and North America – Afriquia demands no less."

UPDATE: The new forecourt identity, developed in London by Branding by Garden, has been successfully implemented by Harkess-Ord in four test sites in time for the September brand launch.

Harkess-Ord is bringing the new identity to life across Afriquia’s petrol retail network and car service offerings, providing the brand implementation management and control for the first 100 sites of for the program including site surveys, site design schemes, technical design and engineering for all brand structures and elements, authority approvals, manufacture QC, logistics of products from Europe, Asia and Africa and in partnership with the Morocco operation of construction management company Artelia, site civil works and installation.

Structural integrity challenge - the Bernoulli affect acting on an aerodynamic canopy shape along with the extreme wind conditions of the North African Atlantic coast required Harkess-Ord to develop a unique approach to canopy structure engineering and water drainage. This including automated robotic steel beam fabrication, which provided the necessary strength, as well as the integration of the fall requirements of the roof into a modularized system for multiple island configurations to achieve maximum roll-out efficiency.

Commenting on the technical development of the new aerodynamic canopy design, Harkess-Ord’s CEO, Graeme Ord said, "Our engineers had a real challenge to overcome with the uplift forces generated by the aerofoil canopy shape under wind conditions, but the result is spectacular and creates an architecture that is distinctly Afriquia.”