Redefining MAES: giving service stations fresh energy and a better customer experience
June20 completely rebranded MAES, a Belgian service station network, to deliver maximum differentiation and striking visibility in the streetscape. How do you rebrand a legacy brand with fresh energy and a stronger customer focus without losing its roots?
MAES has long been a Belgian roadside staple. But as the market evolved, the brand risked fading into the background. This called for a transformation that goes beyond a facelift: complete reinvention designed to turn a functional utility into an immersive, and more human, brand experience.
June20 re-engineered the entire customer journey to make it less clinical and more recognisable from entry to exit. Every MAES station became a hassle-free pit stop where every visitor feels welcome.
A striking design that brings clarity
By strengthening existing brand equities and adding extra elements, June20 built a cohesive visual architecture that commands attention.
June20 put the iconic ‘Maes Wing’ front and center for better driver recall. Enhanced by a high-contrast white aesthetic that ensures crisp, instant visibility, the design seamlessly integrates the logo’s angled edge into the canopy. Additionally, a prominent ‘energy bar’ element acts as a metaphor for a recharging journey, turning refueling into a positive moment of confidence and freedom.
A full-scale MAES ecosystem rollout
This is a full-scale transformation. First, the stations are completely renewed, including all canopies, pumps and signs. Next, the new style takes to the streets on the MAES fleet, before landing on fuel cards, marketing, and POS materials.
