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,, 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.

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