Circle
Sahel

Sahel

Sahel is an exciting new fuel brand in Saudi Arabia created by Circle for Tas'helat Marketing Company. Meaning 'easy', the Sahel brand aims to offer customers convenience, value and choice at its network of city-centre sites. The fuel retail market in Saudi is changing quickly. Many retailers are thinking about their sites and looking at ways to modernise ageing, unappealing networks. Sahel is at the forefront of this change and asked Circle to create a modern customer-focused brand that could brand the fuel offer and also extend to a full convenience store and café offer.

“Circle are an exceptionally professional & cooperative team, with great versatility and skill. Working with them was a true pleasure and a good learning experience for us. The Sahel brand has given us a new way of recapturing our customers, and we can transition to Sahel in a smooth consistent manner. The brand toolkit and guidelines ensure we have a clear picture of how to manage & implement our brand. Customer feedback has been very positive, and the Saudi market is learning that brands are a powerful tool.” Ali Mohammed Fathallah, Marketing Manager, Tas'helat marketing Company

Tas-helat

A fresh and flexible set of communication tools for a new Saudi Arabian fuel retail brand.

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Tas-helat

Sahel, a new modern customer-focused fuel retail brand in Saudi Arabia.

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