New look deli offer for Shell and Jamie Oliver

Celebrity chef Jamie Oliver and service station chain Shell have jointly launched a food-on-the-go-range. 

The brands appointed HRG to design a retail presence for the new range, in a project which involved its brand identity and name – Jamie Oliver deli by Shell – and a deli-style retail environment, along with packaging, point of sale displays, brand literature, and staff uniforms.

The deli spaces use a fresh blue-striped walls with white and grey marble surfaces, natural ‘foodie’ colours, to stand out within the store environment. Natural wood finishes, striking backlighting and bright digital screens are included to communicate the right tone of voice for the brand, with HRG working with Jamie Oliver’s art and editorial teams to develop an approach aimed at drivers-on-the-go.

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