In November 2020, St1 launched Ploq. A new on-the-road food stop that will be rolled out in 104 places in Sweden.

The mission was to create a ‘pause on the road’ with great snacks, food and beverages served in a calm atmosphere. Garbergs was assigned to develop the overall strategy, brand, concept and communication.

In collaboration with Open Studio we created a store concept based on the idea ‘Urban Picnic’.

To launch Ploq, we created the communications concept ‘Foodfulness’, letting Ploq’s food do the talking – literally.

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