KEEP DOING | Retail

From roadside pit stop to Danone universe: twin brand corners on the highway

How to turn a quick stop into a playful brand experience.

After many kilometres on the road, a service station is usually just that: restroom, coffee and back to driving.
Danone and creative agency Keep Doing wanted to rethink that moment and turn it into the perfect excuse to stop, play and bring the brand closer to travelling families.

That is where Base3 came in.

The challenge: install two Danone corners in two service stations located at the same kilometre mark, one for each direction of the road. Same design, same experience, and zero room for error in installation times.

The space: from plain wall to branded corner

Based on Keep Doing’s design, our job was to make the idea real – in print, materials and installation – so everything was ready to play:

• • Walls fully wrapped in printed vinyl, creating a clear “before and after” and strong brand presence from afar.
• • 3D bottle-shaped structures to highlight the water brands and use the vertical space.
• • Blackboard-style bottle silhouette, so messages, games or promotions can be written with chalk.
• • Magnetic game with bottle silhouettes, where visitors can arrange them by size while choosing their product.
• • Tic-tac-toe game on blackboard panels and tic-tac-toe printed on the tables, for those who always want a rematch while they have a drink.
• • Danonino roulette game, because prizes mean smiles – and memorable brand impact.
• • Floor vinyls shaped like hopscotch and Twister, so kids can move and play (and adults can pretend they are not tempted).
• • Wooden tree with shelves to display products and reinforce the playful environment.

Everything was produced, printed, finished and installed by Base3.

Double installation at the same kilometre

The most distinctive (and complex) part of the project was this: two service stations at the same kilometre point. That meant replicating the Danone universe twice, with identical quality, the same level of detail and perfectly coordinated logistics.

Load planning, timing with the service stations, coordinated installation and each element thoroughly checked so that, whichever direction you are travelling, the experience feels equally strong.

What does a corner like this achieve?

• • The stop is no longer “mandatory”, it becomes something people actually look forward to.
• • Children and adults play, move around and interact, with the brand present throughout the whole experience.
• • The chiller is no longer just a fridge: it becomes a small Danone world integrated into the point of sale.

At Base3 we make sure ideas like the one created by Keep Doing can truly live in real spaces: resistant materials, high-quality printing, carefully finished details and agile installation that minimises disruption to the station’s daily operation.

When design, production and installation work together, a service station stop stops being a formality and becomes a brand experience.