CHALLENGE: To redesign the APlus convenience store's coffee cup.
INSIGHT: People aren't always in a hurry when going to gas stations to fill up their gas tanks, but when going inside the gas station convenience stores, they do feel the need to hurry up and leave. Because of this, the cups, product packaging, and signage needed to feel fast. We needed to design these materials in a way that conveyed that we were aware of and respecting other people's busy schedules.
CONCEPT: Like the coffee itself, the coffee cup design needed to be bold and strong. The new design used complimentary colors, stylized illustrations, and bold typography to create a quick, yet informative experience. From one cup, we went on to design the space, the walls, the signage, and the packaging.
RESULTS: The new design for the coffee cups, product packaging, and signage was rolled out to all Sunoco APlus convenience stores in Connecticut, Delaware, District Of Columbia, Florida, Maine, Massachusetts, New Hampshire, New Jersey, New York, North Carolina, Ohio, Pennsylvania, Rhode Island, South Carolina, Tennessee, Virginia, and West Virginia.