Unifying a vast regional petrol network into an iconic retail brand engineered for rapid European expansion.
Converting disparate regional retail assets into a cohesive, high-impact consumer brand.
Following the acquisition of Sibneft in 2005, Gazprom Neft inherited a sprawling, highly diverse network of petrol stations characterized by inconsistent formats, varied equipment, and disparate service standards. To support an ambitious three-year growth strategy aimed at dominating 14 major regions and expanding into Eastern Europe, the company needed to convert these disparate assets into a unified retail powerhouse.
Gazprom Neft partnered with Mildberry to solve a dual challenge: establish a distinct, consumer-friendly identity for the retail network while maintaining a clear, strategic visual link to the overarching corporate parent, Gazprom.
Engineering a dynamic visual style, scalable architectural standards, and localized international rollout strategies.
Mildberry developed an end-to-end identity system and environmental guidelines for the retail station network.
We developed the core logo with the "Neft" descriptor alongside a signature flame supergraphic that became the defining symbol of the retail chain. The active, rhythmic visual language balanced Gazprom's corporate authority with an energetic, approachable visual character applied across uniforms, fleet transport, and promotional collateral.
We engineered comprehensive architectural, construction, and technological guidelines to standardize stations across all formats. This visual and spatial framework elevated functional efficiency, maximized road-side visibility, and guaranteed a uniform customer experience at every location.
To support expansion across Bosnia, Romania, Bulgaria, and Serbia, we tailored the identity to local cultural contexts. Mildberry provided end-to-end authorial supervision over station construction, oversaw communication deployment across all channels, and conducted training seminars for regional personnel.
An iconic, highly scalable retail brand powering over 1,800 stations across Eurasia.
Mildberry delivered a unified, flexible brand platform that enabled Gazprom Neft to rapidly execute its regional and international expansion strategy. By transforming inconsistent physical assets into a modern, recognizable retail destination, the brand successfully established a strong market presence spanning Russia, the CIS, and South-Eastern Europe.