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