Altoque.
The stopover for Colombians on the move.

BRAND STRATEGY
BRAND POSITIONING
NAMING
BRAND IDENTITY
BRAND EXPERIENCE
RETAIL DESIGN
COMMUNICATIONS

Altoque is Terpel’s network of convenience stores. With over 120 stores throughout Colombia, Altoque provides convenient beverages, snacks, and meals for city dwellers, as well as spaces, meals, and services for travelers on the country’s highways. Altoque has seen significant growth in recent years, expanding from 60 stores in 2020 to more than 120 in 2023.

Our Work

In 2019, Terpel embarked on an ambitious expansion plan to significantly enhance its network of convenience stores, with the aim of providing a more comprehensive and improved experience at its gas stations for people on the go.

Visual Identity

We embarked on a comprehensive project, wherein we developed the business value proposition and its complete offering, spanning both city and highway stores. Our efforts extended to defining the brand’s positioning, creating a comprehensive identity system, defining the retail experience, and designing retail concept stores for both the city and highway.

Communication Strategy

We also provided valuable support during Terpel’s initial rollout, designing each of the stores it opened in its first three years of operation. Additionally, since 2021, Aluzian has served as Altoque’s creative agency.