Fuels & Forecourt Newsletter
Introducing the Gulf Store & Forecourt Guidelines 2.0.
A bold step in retail transformation.
We’re pleased to introduce the Gulf Store & Forecourt Design Guidelines 2.0 – an evolution that reflects our commitment to creating a modern, premium, and customer-first environment. More than just a visual refresh, this is a comprehensive design transformation, giving our licensees the tools to turn every Gulf location into a true destination for customers on the move. The guidelines offer enhanced design detail and greater flexibility for licensees across both refit and new build formats, with clear differentiation and guidance based on site size.
Key updates include an evolved ‘wave’ element to strengthen brand consistency; improved night-time visibility across the totem, canopy, store, and dwell areas; and optimised layouts that enable seamless, intuitive customer journeys. The in-store experience has been upgraded to a more premium retail standard, with clearer signage that enhances navigation and reduces friction. Indoor and outdoor dwell areas have been reimagined to encourage longer, more comfortable visits, supported by thoughtful amenities and a cohesive atmosphere designed to maximise basket size.
A number of design innovations have been introduced across the physical environment. New builds now feature soft, rounded architectural lines that distinguish them from standard rebuild formats. Canopy undercarriage options offer Licensees flexibility, with choices including transparent panels, solar integration, or classic finishes. Refined digital integration adds further value, offering optional revenue opportunities for our partners.
As part of this transformation, we are proud to launch Reviva Go, as part of the Reviva Café concept. Reviva is Gulf's new specialty coffee brand, designed to strengthen licensees'food and beverage propositions and drive incremental revenue. Positioned at the heart of the forecourt experience, Reviva delivers premium-quality coffee that stands apart from many lower-cost competitor offerings. It responds to growing customer demand for higher-quality food and drink while on the go.
Looking ahead, these guidelines reflect our broader commitment to the future of mobility. With integrated Gulf Charge infrastructure and a focus on sustainability, every Gulf station is being prepared to meet the evolving needs of tomorrow's drivers.
This is more than a design update – it's a clear statement of our ambition. In today’s competitive market, great retail design drives footfall, increases basket size, encourages repeat visits, and creates differentiation. Gulf Store & Forecourt Design Guidelines 2.0 are here to support our licensees – and help us lead, together.
This Is Gulf ULTURA. New premium/additive fuel brand designed to grow your business.
We’re excited to reintroduce Gulf ULTURA, our premium additive fuel brand developed to support licensees in driving new revenue streams and delivering a stronger fuels retail proposition. Gulf ULTURA helps position your site as a destination for drivers looking for more from their fuel – whether it’s better performance, improved efficiency, or enhanced engine protection. It’s designed to align with Gulf’s global reputation for quality and innovation, giving you a valuable edge in a competitive market. Within the Gulf ULTURA toolkit is a communication and claims framework. This provides a consistent way to talk about the benefits of premium fuel, regardless of specific fuel formulations in your market. Key customer-facing claims focus on:
- Enhanced engine performance
- Better fuel economy
- Long-term engine protection
- Advanced fuel technology
To support you in bringing Gulf ULTURA to life at your site, a comprehensive marketing toolkit is now available on the Gulf Extranet. The toolkit includes a wide range of adaptable materials to help activate the brand across your forecourt, store, and digital channels.
Roadside Banners & Forecourt Posters – Eye-catching Gulf ULTURA signage to boost visibility
Pump & Nozzle Branding – Clear, impactful messaging at the point of fuelling.
In-Store & POS Materials – Posters, digital screens, and counter displays to educate and engage customers
Staff Training & Sales Guidance – Resources to help frontline teams confidently communicate Gulf ULTURA’s benefits
Digital & Social Media Assets – Ready-to-use content for online marketing campaigns
Customer Engagement Initiatives – Promotional materials designed to drive awareness and encourage trial
Gulf ULTURA is a strategic tool for increasing revenue, strengthening loyalty, and elevating the overall customer experience. The toolkit is available now, please contact Vincent Girdwood, Fuels Brand & Offer Manager for support with localisation or rollout planning.
Launch Of The 2025 Gulf x Atlassian Williams Racing Fuels Retail Communications Toolkit. Accelerate customer engagement with the power of racing heritage.
We're thrilled to introduce the 2025 Gulf x Atlassian Williams Racing Fuels Retail Communications Toolkit, developed exclusively for our fuels retail licensees to activate at-site, and celebrate the dynamic partnership. This toolkit is designed to bring the excitement of Formula 1 directly to the forecourt, helping you engage customers with compelling visuals and messaging, that highlight Gulf's proud collaboration with one of motorsport’s most iconic teams.
The toolkit includes a complete suite of adaptable marketing assets, tailored for maximum visibility and flexibility across your retail space:
- Roadside banners
- Pump toppers
- Nozzle ads
- Gigantor posters
- Standard posters
- POS area branding
- Customer leaflets
In addition to physical materials, you'll also receive communication and promotional frameworks to guide effective local activation and ensure brand alignment across the network. This is more than a promotion—it's a chance to tap into the global excitement of the 2025 Formula 1 season and bring that energy to your customers. Rollout information and activation support will follow shortly – get ready to shift your forecourt into high gear!
Reviva Coffee joins forces with Atlassian Williams Racing. Every Lap. Every Brew. Every Moment.
Reviva Coffee is proud to be the Official Coffee Partner of Atlassian Williams Racing, blending the craft of speciality coffee with the high-performance world of Formula 1.
This partnership reflects a shared commitment to precision, passion, and creating meaningful moments. From the pit lane to the hospitality suite, every cup of Reviva is crafted with care, sourced from Rainforest Alliance-certified farms and roasted to perfection.
As the team races around the globe, Reviva will be there every step of the way. Boosting Carlos Sainz, Alex Albon, crew, and fans alike. The collaboration also brings exciting fan activations and behind-the-scenes experiences, delivering a richer connection to the sport.
Reviva’s logo now proudly appears on the FW47, driven by Alex and Carlos, on Formula 1’s global stage.
Together, Reviva and Atlassian Williams Racing are fuelling every moment.
We have a variety of Reviva supply agreements available. Please get in touch via your local marketing team to discuss the Reviva opportunity within your fuel network.
Raise a cup to passion. Raise a cup to performance. Raise a cup of Reviva.
Gulf hits the track in MotoGP with Trackhouse Racing.
Accelerating global brand impact.
Gulf Oil International has made a bold entrance into the high-octane world of MotoGP through a striking new partnership with the Trackhouse MotoGP Team. For the opening rounds of the 2025 season in Thailand and Argentina, Trackhouse’s Aprilia RS-GP25 bikes, rider suits, and team garage were decked out in Gulf’s iconic blue and orange – a proud moment for the brand on the global racing stage.
This collaboration is more than just a livery takeover. It marks Gulf’s official entry into MotoGP and reflects our ongoing commitment to connecting with motorcycle fans across the world.
Why Trackhouse?
Founded by former driver Justin Marks, Trackhouse is a fresh, fast-growing team known for its dynamic approach to motorsport, first in NASCAR and now in MotoGP. With riders Raul Fernandez and Ai Ogura, plus a partnership with Aprilia, they’re ready to take on the 2025 season in style.
More to Come
While Trackhouse returns to its standard livery, expect more Gulf activations, exclusive behind-the-scenes content, and fan engagement throughout the year. In the words of Gulf CEO Mike Jones: "This is a historic moment in Gulf’s motorsport journey. Our collaboration with Trackhouse is a foundation for exciting growth in MotoGP."
Stay tuned for more as Gulf continues to expand its presence in motorcycle racing.
Fit Combustíveis Boosts Customer Experience with New Gulf Uniforms and Implementation of Evolved Retail Visual Identity. Motorsport energy powering customer service.
Fit Combustíveis has launched new Gulf uniforms for frontline staff, inspired by racing suits. This unique initiative aims to elevate the visibility of Gulf fuel station employees as the first point of contact for consumers, and as key drivers in delivering a positive customer experience. Developed in close collaboration with the Gulf Oil International marketing team, the design reflects the high-energy, precision-driven world of motorsports, giving customers the feeling of stopping at a real pit stop where efficiency and service are top priorities.
This uniform update not only strengthens Gulf’s brand identity but also enhances internal engagement and fosters a sense of pride among employees. It’s part of the company’s broader goal to deliver a distinctive, memorable experience for every Brazilian customer.
Additionally, Fit Combustíveis is implementing the first Gulf station in Brazil featuring the evolved new visual identity. This marks an important milestone for both Gulf Oil International and Fit Combustíveis in Latin America.
With these initiatives, Fit Combustíveis is reinforcing its commitment to putting customers at the heart of everything it does, positioning the Gulf brand for continued growth in Brazil.
For the updated uniform style guide, please refer to the new Gulf Store & Forecourt Guidelines 2.0.
New Rights-Free Gulf Imagery Now Available. Enhance your network and store experience with rights-free Gulf imagery
We understand the importance of artwork in shaping the look and feel of Gulf stores for customers around the world. We understand the importance ofartwork in shaping the look and feel of Gulf stores for customers around theworld. Many of our licensees draw inspiration from our Americana roots or Steve McQueen heritage.
However, much of this imagery is not rights-free and could potentially lead to legal issues. To support a consistent and compliant brand experience, we’ve developed a suite of Gulf artwork assets that can be easily scaled and used throughout the store to help communicate our Gulf identity. Available to download from the extranet here.
