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Hess
Hess, a convenience store and gas station chain with over 1,000 locations on the East Coast, recruited Shook Kelley’s help for the difficult challenge of developing a new prototype store that could help the brand attract new, non-traditional “convenience store” shoppers, as well as competing with innovative industry competitors.
A further challenge was helping Hess figure out how to navigate a complex in-store retail environment, which featured branded food service components, including Quizno’s and Dunkin’ Donuts.
The new concept store, based on Discovery research and a new Hess brand strategy direction, created a more coherent and consistent experience for the brand. The prototype focused on inviting a more youthful audience into the store from the gas pumps, as well as attracting more female consumers. The design found a balance of Hess’ existing offerings, including its roster of food service brands, in order to establish the Hess brand’s authority in food editing and sourcing great food options for its customers.
A further challenge was helping Hess figure out how to navigate a complex in-store retail environment, which featured branded food service components, including Quizno’s and Dunkin’ Donuts.
The new concept store, based on Discovery research and a new Hess brand strategy direction, created a more coherent and consistent experience for the brand. The prototype focused on inviting a more youthful audience into the store from the gas pumps, as well as attracting more female consumers. The design found a balance of Hess’ existing offerings, including its roster of food service brands, in order to establish the Hess brand’s authority in food editing and sourcing great food options for its customers.