Imminently facing the unbridled competition of the new European Economic Community, ELF was shackled by a trade dress that consumers found dated, not state of the art, and a brand image that reinforced French Bureaucracy, not a dynamic, free market, consumer-driven venture.

In preparation of the opening of the EEC, the ELF brand was successfully repositioned to communicate a much more dynamic, vital and youthful endeavor by integrating graphics, architecture, and facility layout.

The clean contemporary architectural design style communicates the re-focused attention on the precision and quality of ELF's products and services. Structurally integrating purchase messages at key customer contact points, visually linking the service bay with the automotive convenience offer, and integrating an active and inviting C-store with the cashier and food service counter, all contribute to a revitalized branded offer.