Today's convenience customer wanted more than coffee and pastries in the morning and beer and cigarettes in the evening sold through a cramped and often unkempt C-store environment. In fact, primary customer research performed in Redi-Mart's Albuquerque market showed that many prospective customers—especially women—were driven away by such an environment. But, more importantly, research revealed there was an overwhelming commercial opportunity for a C-store offering true convenience shopping for a broader, fresher array of convenience food fare.

The result was a more contemporary and relevant Redi-Mart identity system, and a 5,000 s.f. prototypical facility concept that expanded the traditional convenience offer by adding a food pavilion with hot and fresh take away lunch and dinner items, including take-and-bake pizza, rotisserie chicken, a fresh soup and bread island, a gourmet coffee bar, expansive fountain area, a wine cellar, and more.

The new focal categories were each presented in uniquely designed environments, sub-branded to establish an organized hierarchy, control visual clutter and help customers better understand the breadth and selection of products.

The exterior design signaled this new range in products offered by way of a bold articulated design, and reinforced the new thinking behind the concept.