Project Spotlight | Tom Thumb’s brand makeover

How can a small, family-owned convenience store chain differentiate itself among a large pool of national and regional competitors?

An extensive brand audit, strategic consulting services, and a refined brand strategy sure make a good start.

Big Red Rooster* recently partnered with Convenience Store Decisions and Convevo Partners for C-Store Futurecast 2011: an extreme convenience store brand makeover contest. More than 65 international companies entered for a chance to win a branding and design makeover, vying for an opportunity to improve their market presence. After extensive evaluations and reviews, the committee crowned Tom Thumb Food Stores, a 16-store Miami, Fla.-based chain, victorious.

Two of our Grandview Office Roosters, Stephen Quinn and Douglas Burdick, recently traveled to the NACS Show 2011 and presented Big Red Rooster’s Tom Thumb branding and strategy work. Our team helped this convenience store chain reinvigorate its stores and develop a core brand strategy, thus strengthening its market position.

Our team kicked off the project by identifying Tom Thumb’s brand strategy. We created an identity that aligned with the company’s brand values, highlighting the chain’s exceptional customer service and impressive food offering.

After developing the brand strategy and creating a new brand identity, we looked for ways to incorporate the brand into every aspect of the customer journey. Our team knew Tom Thumb’s locations have always performed well, but its storefronts looked tired.

We took cues from Tom Thumb’s new sophisticated, simplistic identity and allowed the brand to influence all aspects of the physical structure. Our concept, which is pictured below, uses brand elements to bring stores new life.

Our team truly enjoyed working with the fun, passionate Tom Thumb family. We know well-crafted branding and a customer-centered retail experience will differentiate this convenience store chain from the competition.

Want to see more? This video gives you a sneak peek at Tom Thumb’s revamped interiors and exteriors.

Big Red Rooster has a heritage of driving purchasing behaviors in the convenience/gas channel. Want to know more? Check out our website.

*Integrate, Inc. initiated this project. Effective September 2011, Integrate, Inc. is Big Red Rooster.