I worked with the FRCH Hospitality Team to create a new Brand Identity for SavOn, a chain of gas stations and convenience stores in Oneida, New York, owned and operated by the Oneida Indian Nation. SavOn approached us with a goal to update their Brand to reflect their core attributes: “Fresh, Fast, and Local.”
My logo was selected to represent the Brand due to its refreshing qualities and readability. The clean structure of Din Pro became the Brand typeface. Primary Brand colors were selected as an update to the Brand’s distinct green “pine” color. The palette was then expanded to create a friendly system that brings a cheerful image to a convenience store.