We are proud to announce the successful completion of the St1 rebranding and signage project in Sweden. This achievement represented a key stage in a much broader, Nordic-wide brand transformation, requiring close teamwork, precise planning, and the full commitment of everyone involved in the project.
Part of a broader single-brand strategy across the Nordic region
The project delivered in Sweden was part of St1's comprehensive strategy to unify its entire station network in Finland, Sweden, and Norway under a single brand. As part of this initiative, St1 converted more than 630 stations previously operating under the Shell brand, building a cohesive network across the Nordic region that will ultimately comprise around 1,250 stations. The rebranding process began in spring 2025, with its completion officially announced in December 2025. In Finland alone, more than 170 stations were converted, creating a national network of approximately 470 St1 sites.
The licence to use the Shell brand, in place since 2010 (Finland, Sweden) and 2015 (Norway), came to an end, paving the way for the full consolidation of the network under St1's own single brand.
The purpose of the transformation: consistency, quality, and new services
A unified, Nordic-wide St1 network serves as a strong channel for introducing an increasing range of energy products based on renewable sources, while the consistent development of the company's own brand and offering helps it remain competitive and efficient. The rebranding process, which included the installation of new signage at all converted sites, was carried out while maintaining full continuity of station operations — customers were able to use the services without interruption throughout the works.
The rebranding was accompanied by the expansion of electric vehicle charging infrastructure (now available at around 170 stations across the Nordic region) and the biogas distribution network for heavy-duty transport, in line with St1's broader mission as an energy transition company aiming to become a leading producer and supplier of CO₂-aware energy.
Safety and quality as a priority
We are particularly proud that the entire project in Sweden was completed during an intense period without a single serious incident. The stations are now ready and represent the highest standards of quality and safety in every detail of execution.
