100% honest, clear and flavourful

100% Veimat is new meal concept by Nortura on all Esso petrol stations in Norway. Grid Design, in collaboration with Nortura and Esso, has developed a strategic platform, name, all the basic design elements such as logo, colours, fonts, patterns and symbols, photo concept, all internal and external communications and POS materials and finally the interior-/retail concept for 100%. Grid has also assisted in planning the pilot stations and in planning the national launch.

Nortura wanted to create a clearer position for its food and dining concept in a market characterized by strong competition. Understanding the public’s needs and the trends in the market has been important. They wanted to reach a larger audience, the traditional big user of fast food is already taken care of, but it is important that all others can find something they want at 100%. 100% Veimat is an concept declaring that Nortura and Esso delivers the best of the food we KNOW the audience wants to enjoy on the road. Nortura have evaluated and improved their menu, launching many new products and focused 100% on a fresh, juicy and tempting assortment. Their partners Lantmännen and Ever Good coffee contribute with their best products.

Drop by an Esso and try it for yourself, every Thursday is Waffle Thursday!