Shaping a European
brand for Australia

When the UK fuel and convenience store operator EG Group bought 540 sites across Australia, it needed a partner with the experience to roll out at a national brand.

Diadem was engaged to transform 540 fuel and convenience stores while creating an environmental strategy for the brand. Diadem managed the design, design engineering, procurement, cost of change strategy and quality control.


EG Group


2018 - present

Introducing an
international brand

EG Group – otherwise known as Euro Garages – is a British fuel and convenience store operator and retailer with over 20,000 sites globally, including the US and now, Australia.

In November 2018, EG Group purchased 540 sites from Woolworths in an AU$1.72 billion sale. The two companies reached a commercial partnership spanning 15 years, covering fuel redemption, customer rewards and food supply.

The sale also stipulated that EG Group’s branding would replace Woolworths’ branding at these sites.

The opportunity

Although EG Group operates numerous convenience stores worldwide, its own brand is usually not applied to the majority of its sites. This meant that branding in Australia would be a watershed moment for the global business, with all eyes on the work Diadem would complete. A precedent was to be set for other markets.

Fuelled by

Diadem had worked with Woolworths petrol on a previous corporate rebrand, which laid a foundation of trust for this project.

Whenever a new brand is introduced, speed-to-market and building rapport with consumers is vital. For EG Group, this began with the Monbulk store.

As EG Group does not have a signage system globally or a fully resolved brand strategy, Diadem worked to develop this while the project was underway.

During this process, the project team embraced an agile way of working while always ensuring the new brand was delivered to an impeccably high standard.


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