From a gastronomic point of view, what counts for many travellers when taking a break on their drive is that it' s quick and tastes good – classic fast food offers still have the right of way here. But in the meantime a change in thinking is definitely observable: As a result of evolving needs, a growing number of consumers are becoming more demanding in terms of culinary offerings – with a greater focus on freshness and a more conscious, balanced diet.
Tabilo, the own brand of the motorway service stations of the Tank & Rast Group, therefore offers all motorway travellers a modern and varied alternative to the traditional offers at the service station with fresh products and fresh preparation – and thanks to intelligent processes, with only slightly increased waiting times for guests. The brand was launched in autumn 2016 and has been rolled out successively in the Tank & Rast Group's network since then – at the beginning of 2020, around 30 locations are already in operation.
Truffle Bay developed the positioning of the brand and, based on this, the modern, freshness-focused brand design and accompanied the brand implementation at all touchpoints.
In order to position the new brand in a clear and differentiated way, Truffle Bay, based on a comprehensive competitive analysis, developed a unique and authentic positioning for Tabilo which focuses on the topic of »freshness« as the concept's most important aspect. The brand promise »Fresh to the table.« also explicitly refers to the brand name, as Tabilo deliberately plays with the association with the »table«, where all guests should feel warmly welcome – for a refreshing break, in order to be strengthened and relaxed afterwards, ready to continue their journey.
The brand values »inviting«, »fresh« and »casual« underline the friendly and relaxed character of the brand. Tabilo is different, surprises its guests with modern ideas and convinces with fresh preparation.
Tabilo's central theme, freshness, is underlined by the entire brand appearance. The handwritten word mark in combination with the illustrated chef's hat visualizes the underlying »hand-made« principle. Because at Tabilo, most of the dishes are individually freshly prepared. The primary Tabilo brand colors light green and dark green together with the secondary colors white and beige effectively convey aspects such as freshness, lightness and naturalness. A contrasting red is also used as a discreet accent color in the product communication.
The products were photographed just like »freshly prepared for you«. The arrangements are appetizing, natural and authentic and against the dark background the dishes move into the focus of the viewer.
The Tabilo stripes are another significant feature of the brand appearance. These appear consistently in all communication media, integrate the brand colors in a fixed order and thus create a high recognition value. Moreover, they also take on functional tasks, e.g. to support content or separate information levels. The stripes can also be used in other forms for greater variability. In doing so, they are »folded out« to form surfaces and thus provide a stage, for example for the insertion of headlines.
For the launch of the brand, Truffle Bay developed all analog and digital communication media, from posters and advertising screens to room signage, conceived in-store radio spots and designed the Tabilo website. In addition, the internal brand communication was supported with training materials for the Tank & Rast Group's in-house academy.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test