Vinur við veginn.
Olís was an established, familiar brand with a long history, a strong name and deep experience. The challenge was to turn that familiarity into a clearer point of difference and a more approachable brand that could stand for more than fuel alone.
Results · 12 months post-launch
Olís had familiarity, but weaker distinctiveness and loyalty.
68
Brandr Index
82
Name
39
Distinctiveness
44
Loyalty
01 · The challenge
A strong name needed clearer meaning.
Olís had strong brand awareness and a long history, but familiarity and experience were doing more of the work than a clear point of difference. The challenge was to move Olís from being known mainly as a service station to a brand with a more meaningful role in people’s journeys — and stronger reasons for customers to choose it repeatedly.
Metric
39 /100
Distinctiveness
Metric
82 /100
Name
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02 · Research
We started by understanding what people really look for on the road.
We started by understanding what people really look for on the road.
The research revealed a brand people knew well, but one that was less clearly differentiated. Three findings became especially important for the strategy.
The research revealed a brand people knew well, but one that was less clearly differentiated. Three findings became especially important for the strategy.
Insight one
Service was a stronger asset than fuel.
People associated Olís with accessibility, service and reliability. That created an opportunity to speak about the journey itself, not just fuel or the stop along the way.
Insight two
Familiarity needed to feel more personal.
Strong name recognition was already there, but the brand needed a warmer, more human reason to be chosen again and again.
Insight three
The journey was bigger than the station.
Olís could play a useful role throughout the journey — whether customers needed fuel, a break, food or coffee.
Testimonial
From service station to trusted companion on the road.
The strategy moved Olís away from being defined only by stations and services and towards a clearer human role in the journey. „Vinur við veginn“ brings together accessibility, service, reliability and warmth in one simple idea.
“Working with brandr helped us refine the brand and make it more streamlined. The changes made ongoing brand and marketing work simpler for the future, so that the visual and verbal expression now work together across store signage, advertising, Bónus products and more.”
Guðmundur Marteinsson
Managing Director, Bónus
04 · Identity system
Familiar, but more deliberate.
The identity system builds on familiar Olís assets and brings them into a more deliberate, consistent form. Green and yellow, the updated mark, patterns, icons and photography work together to create a warmer and more contemporary expression while preserving the familiarity people already know.
Design principles
The mark, colours and pattern form the foundation of the system. Photography focuses on people, journeys and service, while typography and icons support clear, accessible communication across touchpoints.
06 · Results
A clearer position for a familiar brand.
The project delivered a shared brand strategy, narrative and identity system that connect service, travel and human experience more clearly. „Vinur við veginn“ became the thread running through strategy, messaging and visual expression.
Brand strategy — Vinur við veginn
Personality — Vingjarnlegur · Áreiðanlegur · Kraftmikill
New identity system — mark, colours, patterns, typography, photography and icons
Let's talk
Your brand is worth a 30-minute conversation.
Whether you want to measure where your brand stands, build a stronger strategy, or understand how you compare to the competition — it starts with a conversation. No pitch. Just an honest look at your situation and where we might help.
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