WEST DES MOINES, Iowa -- New convenience-store brand Yesway is attracting attention not only for grand openings, but also for its name. Developing the Yesway brand has garnered retail design firm CBX honors in the “verbal identity” category at the 2016 London International Advertising Awards, in the “naming” subcategory.
In a statement that affirms the retailer’s market positioning, Rachel Bernard, vice president of verbal strategy for CBX, said, “Across America, you either find run-down, old-school gas stations or newfangled artisanal c-stores with made-to-order menus, but nothing in the middle. That began to change when Brookwood Financial started acquiring a number of stations in the Midwest, looking to capture a more middle-of-the-road market. The result? Yesway—a simpler, easier, friendlier experience created from the ground up, from the name to the environment to the offer.”
Brookwood Financial Partners LLC, a private-equity investment firm based in Beverly, Mass., formed BW Gas & Convenience in June 2015 to acquire and operate a diversified portfolio of convenience stores in select regions of the United States, which became Yesway.
West Des Moines, Iowa-based BW Gas & Convenience owns 31 c-stores in Iowa, 10 acquired from Country Stores in December 2015 and 21 acquired from Kum & Go LC in July 2016.
In early November, Yesway held a grand-opening event for six c-stores in the Mason City, Iowa, area. On Nov. 11, it held an event for four in the Ottumwa, Iowa, area and one in the Centerville, Iowa, area.
New York-based CBX specializes in creative marketing services including strategy, naming, branding, retail design and packaging design.
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.