Always Worth a Break: The Complete Shell Café Rebrand

Background and Challenge

Shell wanted to break free from the image of mediocre gas station coffee. The major rebranding from deli2go to Shell Café aimed to prove that a quick stop on the way could easily compete with established coffee brands like Starbucks or Coffee Fellows in terms of coffee enjoyment. The goal: position Shell Café under the claim "Always worth a break" as a brand that always lives up to its claim to the highest quality.

Approach and Realization

We developed a comprehensive design strategy for the entire Shell Café range. From exclusive Shell Café blends to condiments and college cards, every product received a unified appearance featuring calming green and brown tones. The clear design language ensures all relevant information reaches customers directly without overwhelming them.

The rebranding extended far beyond product design: the complete point-of-sale communication was reimagined, including recipe cards and exterior visuals that make the Shell Café experience even more enticing.

Results

Shell Café now presents itself as a modern coffee destination that competes qualitatively with major coffeehouse chains. The new visual identity immediately conveys premium value and quality – from product packaging to in-store communication. Shell has successfully transformed from simple gas station coffee to an attractive pause destination.