holtakoljak.hu case

New Brand Identity and User-Centered Design for the Fuel Price Portal

Background

Holtankoljak.hu is Hungary’s independent fuel price comparison and gas station finder portal. It provides up-to-date information on petrol, diesel, LPG, and premium fuel prices, as well as electric charging points. Operating since 2007, it is regarded as a trusted source for drivers. Beyond simple price listings, the portal allows for community-driven price updates: while station operators submit official data, registered users can report discrepancies, triggering instant notifications to the site’s administrators.

The platform has entered a new era — evolving from a price comparison site into a diverse community and B2B ecosystem. BEMIND was commissioned to create a new brand identity, restructure the website, and design a research-based UX.

Goals and Challenges

Holtankoljak.hu has transformed from a basic comparison tool into a social and B2B platform. The goal was to create a modern, reliable, and community-oriented brand while preserving its independence.

Repositioning the Brand. A portál ár-összehasonlító oldalból közösségi és B2B szolgáltatóvá vált. Célunk egy modern, megbízható és közösségorientált márka létrehozása volt, amely továbbra is független.

Updating the User Interface. Over more than 15 years, browsing habits have changed: users now search primarily on mobile and expect an interactive, personalized experience.

Aligning Design with the Business Model. The portal’s value lies in traffic, user registrations, and partnerships. The redesign needed to highlight registration benefits and business services such as kiosks, energy audits, and fuel wholesale opportunities.

Building Trust through Research. Since users perceive Holtankoljak.hu as a trustworthy source, retaining key functions during innovation was essential.

Research and Insights

Demand for Instant Information. Users want quick access to average prices and the cheapest stations. They value clear presentation of minimum, average, and maximum prices and the ability to report errors easily.

Underused Registration. Membership benefits like price reporting, station reviews, favorites, and newsletters were attractive but underutilized. Simplifying registration could foster stronger community engagement and improve data quality.

Hidden B2B Potential. Business-focused services for station operators represented untapped revenue opportunities.

Strategy and Implementation.

1. New Brand Identity

Holtankoljak.hu was positioned as a community-driven, independent fuel platform. The new logo modernized the previous wordmark with clean typography and an iconic symbol combining a map pin and a fuel drop.

A blue-green color palette communicates reliability and environmental awareness. The brand guideline ensures consistency across the website, social media, and B2B materials.

2. User Experience and Interface Redesign

  • For Drivers: Quick price search, nearby station lists, map view, price reporting, and registration prompts. The homepage highlights min-average-max prices for each fuel type, with icons and short descriptions of registration benefits.
  • For Station Operators: A dedicated B2B section presents services like kiosks, energy audits, and digital tools.
  • News and Knowledge Hub: Daily industry updates and analyses covering energy and mobility trends.
  • Visual Price Panel: A modern, color-coded price display on the homepage with direct links to the map and reporting form.
  • Simplified Navigation: A fixed top menu with Prices, Services, News, and Registration sections; a mobile hamburger menu for easy browsing.
  • Personalized Dashboard: Logged-in users can view favorite stations, track price changes, and see their own contributions.

Summary

The renewal of Holtankoljak.hu demonstrates how an established digital platform can be revitalized through deliberate brand development and user-centered design.

The new identity aligns with the portal’s independent spirit while supporting service expansion and delivering a unified experience for both drivers and station operators. Research-driven UX improvements and a modern visual system enhanced trust, strengthened engagement, and opened new business opportunities.
This case study illustrates how combining data-driven insights with creative design can transform an informational portal into a true community brand.