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.

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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.

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Creative Director : Kat Tushim

Writer : Rick Hickey