Design approaches to Conceptual Solutions:
Water, Wind and Fire as metaphors to represent BPCL's corporate goals and design intent.

We now suggest three conceptual solutions for a new RVI program for BPCL, keeping the overall aspects of changes in identity and corporate goals the same for all the variations. Common to all the three conceptual solutions is a running thread of the narrative, viz., our interpretation of the proposed fifth element, the 'Yin and Yang'.

The 'yin and yang' will form a core story common to all three solutions. And then, each solution builds around a metaphor to form the outer story - three in al -, each like an outer ring around the kernel of the yin and yang. The metaphors represent the BPCL's corporate goals.

The three approaches are based on the following three metaphors:

• Water representing the condition of Fluid:
Fluid, a derivative of water would manifest itself as being wavy, circular, reminiscent of the lotus, and of course, the yin and yang form itself; as soft, pliable, accommodating by taking on the shape of the crucible or its course; never leaving an indelible imprint except across a long period of time or in turbulence, source of sustenance and comfort, also a means of satiation.

• Wind representing the condition of Out-reach:
Outreach, a derivative of wind with its ability to move across vast spans of spaces, could manifest itself in forms associated with the elliptical inspired after the shape of wings, the shape of clouds as also by the marks left by wind on sand and water; wind is associated with freshness, with seeds of uniqueness from distant lands and which could connotate an ability to imbibe new ideas, which in turn could represent the quality of the exquisite.

• Fire representing the condition of Energy:
Energy, a derivative of fire, could be visualized as arcs, as angular lines as in spits of fire, as triangular silhouettes or tongues of flames, springing forth in occasional bursts, in sudden, asymmetrical movements, characterized by great vitality and causing a force-field around it.

BPCL Retail Identity Design Features:
• Interpreting Corporate Vision
• Design Approaches to Conceptual Solutions
• Alternate Design Solutions
• Scaled model prototypes

BPCL Design Process Downloads:
• Case Study - Retail Identity design for BPCL - pdf