The Tank & Rast Group, with its two service station brands "Serways" and "Tank & Rast", is Germany's leading provider of catering, retail, hotels, fuel, and sanitary facilities on motorways. Over 400 service stations nationwide offer around 500 million motorway travellers a refreshing break annually, typically 24/7, 365 days a year.
Serways faced challenges in optimizing and modernizing its visual identity.

To compete with strong, clearly positioned brands, especially in the catering and fuel station sectors, it was essential to refine the content positioning to establish a clear and unique value in customer perception. Truffle Bay was commissioned to first formulate a relevant and credible brand positioning. The positioning focuses on the new brand promise "A Moment to Recharge", encompassing everything a traveller needs for their journey: coffee, snacks, meals, clean facilities, and fuel.

The goal was to modernise the brand look based on the new positioning. The logo underwent a recognisable redesign, updating the yellow-red elliptical symbol with contemporary colours and shapes for better media versatility. Fonts, colours, imagery, and icons were revised for improved readability and visibility.

The website serways.de was revamped, focusing on location pages to quickly provide travel information. The modular "tile" system allows franchise partners to customise pages, and the responsive design ensures optimisation for mobile devices.

Client

Autobahn Tank & Rast Gruppe GmbH & Co. KG / Bonn / www.tank.rast.de

Industry

Services

Services

Insight:
Strategy analysis, market analysis, target group analysis, benchmark analysis, brand architecture analysis

Identity:
Purpose & brand positioning, claim, brand strategy, brand design & brand creation

Experience:
Brand implementation, spatial design, UI/UX design, messaging, design playbooks

Let’s Get in Touch!

contact@trufflebay.de

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