Winxo is the new name of Moroccan petroleum group CMH (Compagnie Marocaine d’Hydrocarbures) with ambitious plans to grow and to diversify into new innovative businesses outside its traditional business of distribution of petroleum products. Research revealed that a bold reimaging of its forecourt was necessary to seriously challenge incumbents Shell, Total and Afriquia. Additionally, it was decided that CMH should develop a new and unique shop concept across its network of approximately 200 retail sites.
To help convey the new reality, CMHand invited Minale Tattersfield in 2010 to develop the brand, especially the three dimensional aspects.The resulting architectural forms of the forecourt derived from the soft organic logo shapes are just as radical as the renaming.
CMH decided to stay with Minale Tattersfield for the TV launch campaign which would be filmed out in Casablanca. Being a familiar movie location, it was not difficult to find a competent local film production team to work with Minale Tattersfield’s own directors, producers and creatives, and to put together a compelling campaign; the narrative centres around the petals of the logo and their magic quality.