Circle K. Take Away Café

Case Study

Circle K is a national convenience store chain. The Florida market was planning to roll out Take Away Café, a store-within-a-store that would offer fresh food to people on the go. Circle K wanted to increase their market share in the crowded convenience store space by attracting both new and existing customers to the Take Away Café. To do this, they needed a compelling brand with a big personality to stand out against the competition.

Monaco Lange conducted market research and talked with Circle K's internal team and store staff to understand customers' mindsets, buying behaviors and lifestyles. Through the brand storybook process, we created a quirky, fun and bold brand that was about the way Circle K fits into people's busy days and make their lives easier, tastier and fresher. Leveraging the brand storybook, Circle K's marketing department rapidly and cost effectively developed in-store signage, print ads, billboards, radio spots, websites and more.

Services provided