For over a quarter of a century, the Vathrakokoili family has been running a petrol station in the capital of Naxos. Their expertise and specialization in the field of petroleum products has allowed them to consistently supply high quality fuel in precise amounts to individual residents and visitors to the island, as well as to professionals and businesses.

By providing quality fuels with special additives at competitive prices, the family have kept its customers’ vehicles and boats safe and comfortable, their residential and commercial premises warm, and their businesses up and running. By forging a partnership with REVOIL, one of Greece’s most dynamic and fastest-growing petroleum product companies, as a member of its network of gas/petrol stations, they have reinforced their commitment to supplying tested and certified fuels in the exact quantity paid for at the best prices on the market.

At the same time, the firm seeks to create stable and long-term relationships of trust with its customers, encouraging them through its special offers to use quality fuel for their daily needs, and thus to benefit even more every time they refuel.

The primary objective of the newly-designed company identity was to signal a modern, dynamic and reliable filling station selling liquid fuels at a local level. The new logo and name should exude professionalism, responsibility and experience along with an assurance of safety; the public should feel they can trust the business to always choose the best supplier, to their benefit.

Given the powerful competitive advantages the service station enjoys, which include experience and know-how, up-to-date equipment (state-of-the-art pumps), competitive prices, a prime location, quick and friendly service, and above all excellent quality fuel, its owner decided to further develop the business by entering into new market segments.

With this in mind, he turned to us for help in strengthening the company’s image and boosting its reputation, raising public awareness of the products and services it offers and increasing its sales in markets old and new—in this case, to visitors and holidaymakers.

In this context, the OPEN UP Communications team drew up a communications and promotion plan. Aimed at reaching new target groups—visitors to the island—more easily and effectively, the plan included designing and developing a new and distinctive name and identity, constructing a corporate informative website, giving the company a digital presence, and promoting it through search engines.

Name-wise, the aim was to choose something that was search-engine-friendly, so that visitors to the island could find and remember it easily, but which would also signal the service station’s dynamic development into a key local supplier of petroleum products that stands out for the excellent quality of the fuel it provides daily to individuals and businesses on the island.

Having considered our plan, the owner commissioned us to draw up—for starters—an alternative logo and trading name.

The primary objective of the newly-designed company identity was to signal a modern, dynamic and reliable filling station selling liquid fuels at a local level. The new logo and name should exude professionalism, responsibility and experience along with an assurance of safety; the public should feel they can trust the business to always choose the best supplier, to their benefit.

Which is when we decided we would also need a new tagline to accompany the new logo, a phrase that could further reinforce the business’s identity and communicate its philosophy and mission more effectively.

This was the background against which OPEN UP Communications’ creative team came up with their initial proposals, which also included a new slogan.

With the client’s unreserved approval, the business was thus renamed NGS (Naxos Gas Station), a name which states exactly what it does while simultaneously conveying its dynamism and leading position in the local market through the use of English, accompanied by the tagline “Nothing less than fuel”.

Visually, the proposal that won out and was approved encapsulated a unique approach featuring strong lettering in a font and colour (green) chosen to make NGS stand out from the competition and to link it visually to the concept of energy and psychologically to something friendly, accessible, clean and high-quality.

A visual motif in the form of an open circle with a gap on one side, designed to create a unique impression of movement from outside in or from high to low, signals the circular flow of the pumped fuel, creating a singular but familiar symbol which is directly relevant to a business in the sector.

Rather than overshadowing the logo’s primary element—the three letters NGS—, it accompanies them discreetly, reinforcing the connection with buying green fuel in the minds of consumers, along with efficient operation, flawless performance and quality petroleum products.

The intense green that melds into orange as it approaches the centre of the circle also helps create an impressive visual stimulus, reinforcing the symbolism of the fuel’s conversion into energy which keeps our machines and equipment up and running on a daily basis.

The OPEN UP Communications team finished up by creating a concise brand manual, with instructions on how to use the new logo and some suggestions for possible applications.

Subsequently, OPEN UP Communications’ web development team undertook to design, develop and construct a corporate informative website with a detailed description of the company profile, its competitive advantages, the products it supplies by category or activity, as well as special offers and the loyalty programs run by both NGS itself and by REVOIL. Designed for fast and easy navigation in a modern style, fully integrated with the new business identity and focused on making information immediately available to users and allowing customers and potential customers to communicate easily with NGS, the new website https://naxosgasstation.gr sets the tone for the newly-revitalized company and its strategic development by bringing it into the digital world.

We are particularly happy to have brought this project to such a successful conclusion, and are delighted with the owner’s unreserved acceptance and satisfaction with the outstanding result. We would like to thank NGS for entrusting its business to OPEN UP Communications.



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