Alexela rebranding has taken years to get ready. The reason lies in the colossal size of the task. In 2016 we started identifying the problems of the old brand. To eliminate said problems, we created a new graphic world, new communication language and new food series. Finally, in year 2018, after many attempts, a new conception for Alexela gas stations was ready – the culmination of the rebranding. New gas stations have made Alexela a visible and recognizable brand. Rebranding has supported Alexela’s growth in the last couple of years into Estonia’s biggest gas station chain.