KUM & GO BRANDING
AND LAUNCH CAMPAIGN
Kum & Go has attracted locals, adventurers and tourists alike for a quick bite, fill up, or even to pose for a picture with their signage. While the brand kept its unusual spelling over the years, they were missing out on an opportunity to meet their consumers where they loved them most.
In this refresh we transformed a conventional c-store into the vibrant, playful brand consumers expected from the name. We tapped into the wink the brand naturally offered and pushed toward a twist of unexpected delight. We sought honesty and playful imperfections in the tone and brought forward the vibrancy that only a chain like Kum & Go can bring.
Creative Director : Kat Tushim
Writer : Rick Hickey