Company News

Kum & Go Overhauls Brand

Chain debuts new menu, tagline, ad campaign, more
Photograph courtesy of Kum & Go

DES MOINES, Iowa — Convenience-store retailer Kum & Go has unveiled a refreshed brand identity and a new campaign in a move to redefine the on-the-go category and connect with a wider audience. Alongside the campaign, the rebrand features a new visual identity, brand strategy, tone of voice and more.

Launching alongside a new menu in specific markets, the brand’s modernizing renovation, led by global branding agency BrandOpus, New York, “aims to match the retailer’s evolved approach to food through a bold and contemporary aesthetic,” the company said. The retailer tasked the BrandOpus team to craft a 360-degree campaign that brought to life the brands’ vision and represented the exciting updates happening at Kum & Go—a fresh look for fresh food.

Founded in 1959 by Bill Krause and Tony Gentle, Kum & Go operates more than 400 stores in 11 states. The company said it prides itself on being a welcoming hotspot for gas, groceries and for communities to connect. Today, Des Moines, Iowa-based Kum & Go continues to innovate new ways, it said, and the recharged identity celebrates the idea of “empowered choices.”

The new ad campaign titled “So Delicious It’s Distracting” debuts this week across TV, online, social media, radio and in-store channels. The humorous campaign, developed by BrandOpus, aims to introduce both Kum & Go’s overhauled menu and new positioning. The “irreverently playful” 15-second film plays on the insight that once consumers have tried the new Kum & Go menu, it’s delicious flavors will drive them to distraction with hilarious consequences. “Towaway” and “Dodgeball” launch the week of September 20 in select markets.

Details of the wider rebrand and campaign include a new tagline, “A Fresh Perspective,” which encapsulates the brand’s approach to business—from the food to the associates’ attitudes, the e-charging stations and beyond.

The ellipse and K&G connecting line within the logo have inspired an upbeat and energetic world of patterns and playful illustrations including “The Ampersandersons” characters, who echo the brand’s joyful spirit. The ampersand within the logo, previously a lead equity, now works within the wider brand world as a distinctive asset and signature for the brand.

Kum & Go’s red and white color palette has been retained yet evolved to include an uplifting orange, green, and blue to evoke a sense of vibrancy. “Punchy and bold,” the Gopher and Sofia type style delivers a “personable and spunky” tone of voice across all activations and communications.

In ads and on menus and signage, “a sharp, clean and confident” photography style draws out the mouth-watering flavor and quality of real ingredients.

“We’ve witnessed food preferences evolve in recent times. Now felt like the right time to reevaluate what convenience means to our customers today and spearhead a significant change in the category. BrandOpus has been a fantastic partner throughout this journey and has equipped us with the tools to shift that meaning, delivering a dynamic and cohesive brand experience across all touchpoints,” said Matt Riezman, director of brand marketing for Kum & Go.

“Our task was to wrap up Kum & Go’s new philosophy and approach to food into one strong narrative, bringing it to life through a contemporary and timeless visual expression,” said Paul Taylor, chief creative officer and founding partner of BrandOpus, New York. “The 360-degree revamp brings a whole new meaning to convenience, and we’re excited for the world to experience it.”


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