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Coffee Rebrand Appeals to Millennial Demographic, Drives Sales

Circle K logo


Circle K challenged GSP to create a new look for their new coffee offering and also create excitement at the store level. The design of the POP would influence the in-store coffee experience and marketing as well as create direction for future rollout. The idea was intended to attract a new customer segment, the millennial audience, while still making traditional coffee customers feel comfortable.

“The Simply Great Coffee branding has a coffeehouse feel that is very impactful. It’s resonating well with our customers and we’re going to roll it out to even more stores.”

Tom Harmon
Circle K Southeast’s Director of Marketing

Circle K coffee rebrand signage


GSP’s Design Services team created a campaign to tell the story of “Simply Great Coffee” that features the new European white espresso-based coffee. The campaign, which was first rolled out in Charlotte, NC, at select stores based on local demographics, focused on the “Great Coffee Experience.” GSP helped to translate the messaging into a system of POP that would work to communicate the new expanded, upscale product mix. GSP also rebranded the coffee area to highlight the new coffee equipment and convey an elevated coffee bar experience.


The Simply Great Coffee campaign and new rebranded coffee program has successfully helped to capture the attention of the millennials. The stores are seeing higher traffic and increased coffee revenues. The new program, after being well received in the Charlotte test market, has also been rolled out in the Circle K Florida and Circle K Southwest regions in select stores, and the company plans to roll out to all regions in the coming year.
Circle K coffee rebrand
Circle K coffee rebrand
Alon summer campaign

Our Brand Story

GSP started as a printing company in1978. We found our niche supplying in-store signage for convenience stores when retailers guessed quantities they needed. This led to overage, waste and expense. To solve this, we developed software to guarantee on-time delivery of “the right size sign, to the right store, every time.”

In 2014, we started AccuStore with a dedicated team. As software helped drive our growth, we realized that new printing and fulfillment sites near customers could drive business and improve sustainability. We acquired companies that fit GSP’s technical excellence and superior customer service models.

First was Great Big Pictures in Madison, WI in 2015. They lead the field in large format printing and visual merchandising for iconic fashion retailers. Their standards for customer service include award-winning sustainability programs, and expertise to bolster retail environments services.

In 2020, GSP acquired Custom Color in Lenexa, KS. The company supplies printed graphics to leading retailers. Custom Color’s stellar quality in fabric printing also aligns with GSP’s values.

GSP provides branding and marketing services with a focus on site-specific execution to help transform our customers’ growth strategies into store-level success. We design retail environments to engage shoppers and provide superior customer experiences. AccuStore powers our retail marketing, execution and digital display technologies and ensures stores get only what they need. GSP is a forward-thinking company that’s here to serve retailers now, with a focus on their future.

GSP delivers graphics and digital marketing to over 75,000 retail locations. Our experts provide retail branding and marketing services, focused on site-specific execution. Our methods ensure stores get only the POP they need, at the lowest cost. Our Retail Environments team creates and deploys amazing, in-store shopping experiences.