Store rebrand - providing a cohesive food service presentation

""GSP did a fantastic job on the rebrand of the two stores - what a difference in the before and after.""

Derek Gaskins
Senior VP of Marketing

The Client

Mid-Atlantic Convenience Stores (MACS) is a leading convenience store operator in Maryland and Virginia. With a network of approximately 300 company-owned and dealer locations, in addition to its wholesale fuel distribution network, MACS is the largest ExxonMobil fuel marketer in the U.S.

The Challenge

MACS saw the need for a new store identity that would clearly communicate and identify all the food service offerings in a cohesive appetizing environment. GSP’s design group was given the opportunity to rebrand two of MACS stores; to develop a common theme and look to pull all the merchandise categories together.

The Solution

The rebrand included development of the “Time to” theme that would unify all the signage throughout the store, creation of the menu boards, POP and graphics to support the ideas from a brand and promotional point of view. The “Time to” theme included: Time to See What’s New Instore, Time to Energize, Time to Fuel up, Time to Live Healthy, Time to Indulge, Time to Chill and Time to Revive.