Quick Chek
Identity
Environment
Redefining the c–store experience for today’s customers
Quick Chek, a family-operated chain of more than 100 convenience stores in New Jersey and New York, needed to reposition itself to build a more compelling and relevant relationship with today’s customers.
Challenges
The Quick Chek customer of today expected more than just speedy service; customers wanted speedy service as well as great value and quality products. The new brand strategy and store design needed to deliver on those expectations and offer a superior experience.
Additionally, inconsistent logo usage coupled with a wide variety of colors and typography created a diluted and fragmented brand presence. There was no clear logic or strategy behind elements of the visual presentation and imagery used did not communicate quality or freshness.
Actions
Audited local and national competitors as input to a new positioning and brand strategy based on “fresh convenience,” a highly-resonant message for Quick Chek’s target audience: time-pressed families and individuals searching for affordable, quality alternatives for immediate shopping needs
To signal the “fresh convenience” positioning direction, created a new visual identity which featured 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
Applied the new visual identity to a variety of touchpoints including employee apparel, gift cards, packaging, advertising and online
Developed a private label strategy and design system 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