Cigarettes and beer—40% of Circle K’s sales—have been on the decline for the past 10 years. Every convenience store chain is feeling it. And Circle K decided to make a dramatic change by investing in food service.
By gradually redesigning their stores, they are now dedicating 50% of their footprint to food. But they aren’t known for food. And that’s where we come in. Circle K realized they needed a compelling brand story with a big personality for the new TakeAway Cafe.
To have a unified, engaging brand, you first need a clear Brand Story—the framework from which all creative execution is launched. Working with my team, I created the brand story for Circle K's TakeAway Cafe.