Since 1985, the logo for Break Time convenience stores has become instantly recognizable to many Missourians. With its bold lettering and fluid typeface, the logo has long complemented the brand’s reputation for delivering friendly service. However, the opening of the newest Break Time store in Columbia symbolizes a new era for the company as it transitions to a redesigned logo.
The new logo features a red mark paired with blue wording. The abstract mark is a visual representation of Break Time’s brand and vision for the future while the simple, yet bold wordmark denotes a modern, friendly feel; right down to the smiling “e”.
The logo’s official rollout at the new store on East Elk Park Drive in Columbia represents the start of a multi-year rebranding campaign for the chain, though this is not the first time it’s been used. The new logo made its first appearance in 2017 when Break Time opened its Lee’s Summit location.
“Since the Lee’s Summit store was the only Break Time in that market, we felt it was an ideal test site,” says Anita Bichsel, senior marketing manager for Break Time. “It gave us an opportunity to see our new logo in living color so to speak.”
When Break Time launched MyTime Rewards in 2017, it incorporated the new logo’s red mark into its branding for the loyalty program. It is prominent on all MyTime Rewards advertising, including the chain’s fountain cups. This laid the foundation with customers to become familiar with its new look. Plans are now underway to gradually begin updating the chain’s storefronts and fuel islands at its more than 70 locations throughout Missouri. The transition to the logo across all channels will happen slowly over the course of several years.
Although the striking change in the new location’s appearance has caught the attention of customers, Break Time’s commitment to being a neighborhood destination for anyone on the go remains unchanged.
“Our goal is to make our customer experience consistent across all of our stores. We want our customers to know they can depend on Break Time to make their day better,” says Bichsel.
Break Time to Test Bean-to-Cup Coffee Brewer
Customers visiting the Break Time on East Elk Park Drive will have an opportunity to try some of the freshest coffee around. The store is equipped with a bean-to-cup coffee maker that delivers a freshly-ground cup of coffee in under a minute.
The bean-to-cup brewer will have three varieties of coffee beans for customers to choose to have ground at their convenience for either hot or iced coffee.
“Since it is brewed on demand, bean-to-cup coffee will ensure we will have fresh coffee available at all times,” says Stephanie Mahoney, Break Time food service development manager.
Break Time will evaluate demand, sales, and customer responses generated by the bean-to-cup coffee brewer as it determines whether to proceed with rolling the technology out to additional stores.