Refuelling a
premium brand

For an ambitious rebrand across its 550 service centres nationwide, Woolworths Petrol turned to the multi-site experts at Diadem.

Woolworths Petrol engaged Diadem to modernise its brand in service centres across Australia, improving technology, materials and aesthetics. This three-year project saved Woolworths around 60% of its budget.


Woolworths Petrol

An integrated

Woolworths Petrol operates around 550 service centres across Australia. The company entrusted Diadem to oversee a $15m nationwide program to modernise the brand with new technology, materials, and aesthetics.

The brief required an update of signage aesthetics, a resolution of construction documentation, and research into materials, products and processes that would extend the life of external signs.

Diadem’s delivery program over three years saved some 60% of the forecasted budget, and safeguarded Woolworths’ brand equity through consistency and quality.

The value
of experience

When Woolworths Petrol first embarked on rebranding its network, the company encountered many issues. The decision was made to engage a third-party advisor to deliver an integrated approach from strategy and design to implementation at each site.

Diadem was selected due to its successful track record on multi-site projects, its proven procurement systems, and trusted networks of trades across Australia.

Topping up

Part of the brief was to use the latest LED technology in price panel displays which would allow the Woolworths head office to change individual site fuel prices remotely.

Introducing this technology in signage meant considering issues around climate, internal health dispersal and external ingress. Diadem also needed to factor changes to hardware settings, remote diagnostics, and networking with Woolworths’ strict IT security.

Approaching each challenge individually, each issue was resolved through clear thinking and a consistent approach to brand implementation.

Delivering complete
client control

As part of this project, Diadem prepared a detailed construction package including all materials, finishes, engineering components, LED illumination and lighting layouts.

With all ambiguity eliminated from the design specification, Woolworths now has total control over its brand presentation. Diadem’s meticulous quality audit program has ensured future suppliers will build to specification, maintaining the equity of this trusted brand.


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