Kum & Go, an American convenience retail chain, has unveiled a refreshed brand identity, new food menu, and accompanying ad campaign. According to the company, the decision to recharge its branding with a more bold and contemporary look was driven by its broader aim to redefine the on-the-go category and connect with a broader audience.
Launched in conjunction with the release of Kum & Go's new menu, the brand's updated identity celebrates the idea of "empowered choices." The biggest challenge facing BrandOpus, the global branding agency that took on the project, was breaking the stigma around convenience store food. To do so, the agency created a unique ad spot titled 'So Delicious It’s Distracting,' which focuses on the freshness of Kum & Go's new food offerings.
Revitalized Convenience Store Branding
Kum & Go Unveils Recharged Brand Identity and New Menu
Trend Themes
1. Reinvented Convenience Store Food - Convenience stores of all sizes can capitalize on the trend of redefining the on-the-go category by offering fresh and high-quality food options.
2. Empowering Brand Identity - Firms of all types and sizes can take a cue from Kum & Go’s refreshed branding and promotional campaign that highlights the idea of “empowered choices” for urban millennials or Gen Z customers.
3. Contemporary Ad Campaign - Brands across industries can create engaging ad campaigns by focusing on unique selling points, highlighting their product freshness and quality, and breaking down consumer stigma around certain product categories as shown by Kum & Go’s 'So Delicious It's Distracting' campaign.
Industry Implications
1. Convenience Retail - Convenience stores and gas stations can take advantage of this rebranding trend to appeal to health-conscious urban millennials who have limited time for meals but are seeking high-quality, fresh food options on the go.
2. Global Branding Agencies - Branding and marketing firms can consider this trend as an opportunity to partner with convenience retail chains and other similar companies in redefining their visual brand identity, focusing on unique product offerings, and promoting customer empowerment.
3. Urban Marketing - Marketing firms and advertising agencies focusing on urban consumer millennials and Gen Z can revamp their strategies and engage with customers by highlighting the freshness, quality, and unique selling points of the client's product offerings through ad campaigns similar to Kum & Go's 'So Delicious It's Distracting' spot.