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Project aim:

Pit Lane is a new brand that aims to work fast, and make a premium petrol retail experience to accessible to everyone.

Introduction:

A lot of petrol stations now rely on self-service pumps to save seconds and minutes, but Pit Lane intends to return the human back into the loop of the experience. Bringing people back into the service, however, does not mean time will be compromised. This is because the main inspiration of the brand is the race track pit stop, a service in which the human matters in the brief, yet very important process in competitive racing. London is full of people in a rush, and time is of the essence. As a new petrol experience, it intends to echo this efficiency, and it is also why the brand is so named Pit Lane.

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