From ESSO to MAES: our brand gets a new look

Back to basics

For this journey, we teamed up with The Brand Guys. They helped us define more clearly what MAES stands for today and how we want to position ourselves moving forward.

We didn’t just look at what we do, but above all at why we do it. Because while mobility has changed significantly over the years, one thing has remained the same: there is a person behind every car. Someone on their way to work, heading home, going on holiday or simply looking to get away for a while.

Sometimes, we forget that driving was once primarily about a feeling. The moment the engine starts and you leave everything behind for a while. The smell of petrol, the sound of rain on the windscreen, or the silence of a journey with no particular destination.

Today, people face all kinds of challenges when it comes to mobility: which fuel should I choose, how much is it all going to cost, what about the car, the fuel, energy, and what am I actually doing for the climate? All questions that can cause concern, and not everyone is at the same point in their journey.

At MAES, we make that journey transparent and respect everyone’s choices. We want MAES customers to feel that they are evolving alongside us, at their own pace and in their own way, in the right direction. Side by side, leaving their worries behind for a while and simply enjoying the road, their car and the sense of freedom that comes with being on the move.

But behind those figures, there are still people who love their cars, who take care of what gets them where they need to go every day, and who feel at home behind the wheel.

That is exactly where we want to make a difference as MAES.

This led us to a clear direction: MAES wants to make mobility simple, honest and worry-free. Customer service, transparency and reliability are at the heart of this. We want to communicate clearly, keep things straightforward and make sure customers can get the help they need quickly and without any hassle.

But for us, travelling worry-free is also about the environment in which you stop. About clean stations, practical facilities and a level of service that feels genuinely caring. About quality you can rely on and the feeling that you are welcome, even if you are only stopping for a moment.

A new visual identity

This renewed positioning also needed to be reflected in our visual identity. That’s why we worked with June20 on a new look and feel for the brand.

The aim was clear: to give MAES a fresh, modern and recognisable identity that reflects where we are today and where we want to go next. An identity that also reflects our human approach and our passion for mobility.

That’s why we deliberately chose to use a lot of white in our new visual identity. White represents simplicity and a worry-free experience — two values that perfectly align with our positioning.

Our brand name, MAES, remains unchanged. The name represents experience dating back to 1965, craftsmanship and in-depth knowledge of the sector — and that was something we absolutely wanted to preserve. We also gave our logo more room to stand out: we made it larger because we are proud of it and wanted to give it even more impact.

The new branding is now visible across our stations and communications. This gives MAES a more consistent look and feel and helps us continue to build a brand that is recognisable to our customers.

From positioning to a recognisable MAES

The renewal of MAES therefore goes beyond a new look. We first established what matters to us as a brand: customer service, transparency, reliability, local roots and a modern way of working, without losing our down-to-earth and human approach.

At the heart of it all is a simple belief: mobility may be changing, but the reason people enjoy being on the road remains deeply human.

These values now form the foundation of how we approach our products, stations, communications and customer experience.

A refined positioning, a new look and, above all, a MAES that is ready for the next step — without forgetting why people enjoy being on the road.