Company News

Liberty Rebranding With New Name, Identity

Retailer will begin remodeling key stores this fall

SCRANTON, Pa. — Liberty Travel Plazas has unveiled a new name and brand identity—effective immediately, the company will be known as Onvo.

The new identity includes a new name and logo, a fully redesigned website, tryonvo.com, a refreshed loyalty program and an updated store design.

“While our old identity served us well over the past 30-plus years, it was time for us to update our brand to something that reflected our dedication to delivering experiences that leave our guests happy and fulfilled. I truly believe we’ve done that with Onvo,” Andy Aulakh, founder and chief business development officer, said of the rebrand.

One of the key elements of the new branding is the company’s new mascot: a bird, also named Onvo. The mascot represents the company’s commitment to providing customers with a friendly, memorable experience, every time.

Onvo has also recorded a short commercial announcing the rebrand.

Liberty will begin remodeling key stores later this fall, and it expects to remodel all stores by the end of summer 2021. All locations will remain open throughout the remodeling process, the company said.

The company, founded in 1988 in Tunkhannock, Pa., and now based in Scranton, Pa., has grown into a network of more than 50 businesses, including 32 travel plazas and gas stations, 23 quick-service and full-service restaurants, and five hotels throughout northeastern and central Pennsylvania, with the company recently expanding into neighboring upstate New York.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Snacks & Candy

How Convenience Stores Can Improve Meat Snack, Jerky Sales

Innovation, creative retailers help spark growth in the snack segment

Technology/Services

C-Stores Headed in the Right Direction With Rewards Programs

Convenience operators are working to catch up to the success of loyalty programs in other industries

General Merchandise/HBC

How Convenience Stores Can Prepare for Summer Travel Season

Vacationers more likely to spend more for premium, unique products, Lil’ Drug Store director says

Trending

More from our partners