I’ve just see the new look for Quick Chek, a family operated chain of more than 100 convenience stores in New Jersey and New York. It has been designed by Boston-based Lippincott.
“To signal the ‘fresh convenience’ positioning direction, we created a new visual identity which featured a bold lime green-coloured letter ‘Q’ that incorporated a darker green leaf for the tail in a style that’s friendly and refreshing,” said a company statement. “The clean, open typeface reflected the company’s straightforward, no-nonsense commitment to meeting the needs of its customers.”
And to share this design with the rest of the packaging world on thedieline.com, they chose to show the company’s own-label milk. Refreshing convenience indeed. Sometimes, dairy just says it all.
Source: Lippincott/thedieline.com/Quick Check
Bill Bruce is group editorial director of FoodBev Media. You can contact him here
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