KUM & GO

Fresh new identity for beloved family-owned convenience chain Kum & Go as the brand sought to redefine the on-the-go category and connect with a wider audience. Launched alongside a new menu, the rebrand matched the K&G’s evolved approach to food through a bold and contemporary aesthetic. Kum & Go has always positioned itself as a welcoming spot for gas, groceries, and for people to connect. The new tagline “A Fresh Perspective” encapsulates new food choices, a new attitude and even e-charging stations. Retro illustrations and characters including “The Ampersandersons”  echo the brand’s joyful spirit while alluding to its rich history in the Midwest. Type is punchy bit approachable and the photography is crisp and clean to bring out taste appeal and real ingredients.