Exxon-Mobil need to tie the identity of its On the Run Stores closer to its brand architecture so that it would be visible at all consumer touch-points. The iconic red O proved to to be a versatile symbol that was both dynamic and loaded with brand equity.
This major re-design of the large chain of Stop & Supermarkets, in conjunction with the CDI Group, included revitalizing the Stop & Shop Identity and brand promise of Stop & Shop's superior-quality offerings of products and service to the consumer. Stores ranging in size from small to mega had to be adapted to the new identity. Stop & Shop had acquired a number of notable chains, such as Grand Union, which had to be brought into the new brand architecture, as well.