In 1985 Wolff Olins was approached to develop a new identity for Kuwait Petroleum International. As this had to compete with established oil giants it needed to be compellingly different and attractive from the outset. The company wanted a brand which carried with it only an indirect link with Kuwait, so that it would be seen as an international service brand. It also wanted the petrol station to become a total environment, offering customers more control and choice through the retail experience.

Wolff Olins put forward Q8 as the new brand name. It says Kuwait phonetically but doesn't look like Kuwait the country. We then developed a marque: a modern interpretation of a sail-boom of the dhow, traditionally used by Kuwaiti pearl-fishers. A major part of the work for Q8 centred on the design and implementation of petrol stations. The station design reinforced the brand principles through the use of simple architectural forms and clear layouts, with the forecourt shop seen as a major element in developing brand loyalty.