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Facing the challenge of strengthening brand loyalty for an undifferentiated commodity like gasoline, Conoco—a large regional retailer squaring off against major national marketers—saw an ideal opportunity to create a new concept for a convenience store offering.
“The Breakplace design is Starbucks meets warehouse shopping.”
Senior Partner, Lippincott
- Creating a breakthrough concept for a convenience store offering
- Targeted the desired "convenience store connoisseur" through a multi-faceted branded concept with a fully integrated solution—from architecture to napkins and paper cups
- Developed the "breakplace" name to address the profile customer's need for a specific destination for a daily break, while allowing for related sub-brands within the store, such as "coffeebreak," "thirstbreak" (cold drinks) and "freshbreak" (baked goods)
- Drew customers with a high -appeal logotype and distinctive "retro" oval
- Ensured consistency by participating in a staff education program, including a virtual reality simulation of the store's environment and customer interface
- Oversaw development of store prototypes and the new store roll out