CLEARWATER, Fla. -- GSP, a leading provider of point-of-purchase (POP) materials to large, multi-site retailers and leading brands, has announce that its design work for the rebranding of the Chick's convenience store to the Stripes brand won a 2015 Tampa Bay Gold ADDY Award in the Sales Promotion Branded Environment category for the American Advertising Award competition.
Bryan, Texas-based Chicks Development Group LLC had been embroiled in a dispute with Lake Jackson, Texas-based c-store chain Buc-ee's Ltd. for trademark infringement, which the two companies later settled. Stripes acquired the Chick's c-store in April 2014
The design work involved rebranding the 12,000-square-foot Chick's store in Bryan to the Stripes c-store brand and model. Key design components included updates to the Laredo Taco Co. food brand, The Wall fountain area and the creation of the Café de la Casa Coffee to work within the much larger space.
GSP designed and produced all of the POP and fixtures, including new logo and category identity signage, lifestyle/product images and menu systems to clearly define the different foodservice areas and to help drive traffic.
"We are pleased that our design work for Stripes has been recognized by the AAF," said Steven Cohen, GSP's vice president of design services. "The end result is a fantastic branded environment that brings the Stripes c-store to life in a larger footprint. All of the rebranded additions create big impact, help to improve visibility of the category destinations and truly communicate the essence of the Stripes brand."
The American Advertising Awards, the advertising industry's largest and most representative competition, attracts more than 40,000 entries every year in local American Advertising Federation (AAF) Ad Club competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.
In 2014, Houston-based Energy Transfer Partners LP acquires Stripes Convenience Store and its parent company, Susser Holdings Corp. Corpus Christi, Texas-based Stripes is now part of Sunoco LP, a master limited partnership (MLP) that primarily distributes motor fuel to more than 3,330 convenience stores, independent dealers and commercial customers and distributors in 9 states. The company operates more than 650 convenience stores in Texas, New Mexico and Oklahoma, more than 580 under the Stripes banner and 47 under the Sac-N-Pac banner. Restaurant service is available in approximately 400 of its stores, primarily under the proprietary Laredo Taco Co. brand.
Clearwater, Fla.-based GSP provides retail branding and marketing services with a focus on site-specific POP program execution.
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