Fresh Convenient Private Brand: Quick Chek

Quick Chek, the privately held, family-owned convenience store chain, operating more than 120 stores throughout New Jersey and southern New York, and employing more than 2,600 team members, recently went through the process of rebranding and repositioning themselves to build a more compelling and relevant relationship with customers.

Working with Lippincott they sought to signal the new “fresh convenience” positioning, with a new visual identity which featuring a bold lime green-colored letter “Q” that incorporated a darker green leaf for the tail in a style that is friendly and refreshing. The clean, open typeface reflected the company’s straightforward, no nonsense commitment to meeting the needs of its customers

The new visual identity was then applied to a variety of touchpoints including employee apparel, gift cards, Private Brands, advertising and online

A Private Brand strategy and design system was developed for a broad range of products and services in order to build on the new brand identity. The brand experience was further carried through the in-store redesign of the retail environment



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.