The fast-track design, which debuted November 2010 in Amarillo, is housed in a newly built facility. CBX completed a new identity for the store and Toot'n Totum's new private-label fuel brand, as well as a complete interior decor package.
The 3,500-square-foot store and eight-pump fuel center is just off an interchange of [image-nocss] Interstate 27. CBX's design takes full advantage of the highly visible site with a well-lighted building with a bright and sleek interior punctuated with bold graphics and Toot'n Totum's signature red accented with green.
The canopy carries a redesigned and highly stylized Toot'n Totum logo that was completely reworked as part of CBX's assignment. Rather than spelling out "Toot'n Totum" as in the past, the new logo has been distilled to a single "T" encircled by horizontal lines that suggest high energy, ease and speed. The illuminated stylized "T" accompanies the Toot'n Totum name on both the canopy and storefront at the site, the first of several new locations expected to feature the chain's private-label gasoline.
All told, the company currently has four sites in various stages of planning or development, one of which will also incorporate a car wash and lube center.
Inside, customers will again encounter the redesigned logo. As a repeating-patterned wall treatment, the logo draws attention to the store's expansive self-service fountain beverage area. Cold beer to go can be found in the sleek but enlarged cooler area, located across the store from the fountain beverage bar.
In addition to the logo and graphics, CBX 's new decor package for Toot'n Totum employs white painted metal merchandise fixtures that suggest cleanliness and enables the store's selection of snacks to pop. Customers can also find a variety of "Hot'n Fresh" foods near one of the store's two entrances.
"The design centers around the new private-label gasoline for passing motorists, but not at the expense of Toot'n Totum's reputation as a quick-and-easy retail venue that delivers classic c-store goods such as fresh household staples, cold beverages, snacks and hot grilled items for locals," said Ralph Sloan, senior partner for retail at New York City-based CBX. To that end, the new location also features another first for Toot'n Totum stores--a separate entrance created for nonfuel customers stopping for pantry basics.
In addition to the new locations under development, a phased rollout of the new design is expected to follow in remodels of Toot'n Totum's portfolio of stores found in the Amarillo market. Presently, Toot'n Totum's retail group, which grew from a number of acquisitions, represents a number of national petroleum brands from Shell to Phillips.
The chain's existing stores range from 1,500 square feet to more than 3,000 square feet.
"We have received great feedback from the public on our new look," said Greg Mitchell, Toot'n Totum president, "beginning with the grand opening celebration when community and business leaders complimented us on the design of the store and overall site, as well as the new logo. The store's striking lighting and open feeling send a strong, welcoming invitation to residents of this area's many new housing developments, as well as those commuting to, from and through Amarillo via the interstate."
He added that not only was CBX "highly creative in their approach to our new look, they were equally skilled in designing a retrofit to accommodate our existing 61 stores."
CBX is a fully integrated creative agency specializing in retail design and operations, brand and corporate identity development, packaging, research and motion branding. As a full-service consultancy, CBX offers architecture, interior design, merchandise and store planning, identity and branding, graphics and environmental graphic design, media design, product design, master planning, construction detailing and consumer research.
The Toot'n Totum story began in 1950 when a young entrepreneurial couple, Eldon "Lefty" and Novie Mitchell established their first c-store in Amarillo. Its name comes from the early days when customers would drive up to the store's front door, toot their horns, while a store clerk would "tote" their orders out to them.
Over time, Toot'n Totum grew to serve the Amarillo area through a number of acquisitions. The company acquired seven Anderson Dairy Stores in 1966, 12 Jiffy Food Stores in 1969, four Circle K stores in 1985 and 15 7-Eleven operations in 1988. Those acquisitions were followed by the purchase of 11 Diamond Shamrocks in 1995 and 10 Phillips 66 stores in 2004. Today, Novie and Eldon's son, Greg Mitchell, serves as owner and president of the growing enterprise that includes 62 c-stores, six lube centers, five car wash locations, and 10 Mr. Payroll stores.
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