Jump Out is a full service, drive-thru mini mart with locations in Tustin and Duarte. When the chain was taken over by new ownership, they needed a complete brand overhaul to appeal to a wider clientele. We created a brand that expresses all the good feelings of driving by for your favorite snack.
We positioned the brand as a happy, family-friendly spot where it's always easy to find the things you love. Though the name was originally conceived because the customer “jumps out” to get their goodies (per state law in California, you have to exit your vehicle when purchasing alcohol), we flipped it on its head. At Jump Out, we jump out for you. Just pull up, and we'll get you what you're craving. The tagline says it all.
After a site visit, competitive review, and audience persona analysis, we determined the key differentiators of the Jump Out offering. These are the core aspects that set the brand apart and appeal to its customers, making them crucial strategic guiding lights in all outward brand expressions.
Jump Out needed a look that would stand out from its surroundings so it would catch the eyes of passing drivers. The identity incorporates several distinct aesthetics: 50's Americana, retro full-serve gas stations, bright California colors that bring a smile to your face. The orange and turquoise color palette is memorable and unique, and stands out among the neutral buildings in the area.
The building in Duarte was heavily dilapidated, but the architecture was truly unique- a ten sided building with amazing opportunities for signage across the property. We undertook a detailed FF&E study to pinpoint what renovations would effectively bring out the intended brand experience without exceeding budgets. We developed signage, wayfinding, and experiential pieces that reflected the new identity.