• Casey’s, home of the famous breakfast pizza, was founded in 1968 in Boone, Iowa, as a gas station and convenience store. By 2020, it was the fourth-largest convenience store and fifth-largest pizza chain in the US with 2,200+ stores and a 16-state footprint. Over its more than 50 years of existence, Casey’s has become more of a cultural icon than a gas station with a cult following in the communities it serves, mostly in small towns and rural areas in the Midwest.

    But as the business has evolved, the logo stayed the same, creating a disconnect between the modern in-store, app and online experience and the brand. Our role was to carefully update the brand to bring it in line with the new products and experiences that Casey’s now offers, while retaining its unique heritage.

    The resulting brand evolves the barn, elevates the presence of the weathervane, and uses a customized font for cohesion with other visual elements and legibility in all sizes. These three logo components create a brand expression that is connected to the Casey's heritage and that can flex across the customer journey in new and exciting ways, from highway signs to the app.

    One of the first applications of the new brand look was packaging for pizza and fountain drinks and a new line of private label products. The design challenge was to develop a packaging system that would adopt to the new Casey's brand look and compete with the leading brands within the product category.

  • agency .. Interbrand

    client .. Megan Elfers, Eric Long

    design .. Oliver Maltby, Izgi Yapici, Spencer Seligman, Eddy Lee

    implementation .. Jean Campbell

    typography .. Jesse Ragan

    multimedia .. Fakery

    client management .. Anna Young

  • Art Directors Club .. Branding Systems .. Shortlist .. 2022

    Art Directors Club .. Rebranding .. Shortlist .. 2022

    Brand Impact Awards .. Bronze Award .. 2021

    Brand New .. The Year in Review .. The Best #4 .. 2020

    Brand New .. The Year in Review .. Best in Packaging #5 .. 2020

    Brand New .. The Year in Review .. Best in Wordmarks #5 .. 2020

    Graphis .. Logo .. Gold Award .. 2021

    Graphis .. Rebranding .. Silver Award .. 2021

    Graphis .. Packaging .. Silver Award .. 2021

    Interbrand Iconic Awards .. Packaging .. Winner .. 2021

    One Show .. Rebranding .. Shortlist .. 2022

    Red Dot Awards .. Brand Design .. Reddot Winner .. 2021

    Transform Awards .. Best Brand Consolidation .. Gold Award .. 2021

    Transform Awards .. Best Use of Packaging .. Silver Award .. 2021

    Transform Awards .. Best Use of Typography .. Bronze Award .. 2021

    Transform Awards .. Best Brand Evolution .. Bronze Award .. 2021

    Transform Awards .. Best Brand Experience .. Highly Commended .. 2021