Dramatic Rebranding - Liberty Petroleum to Onvo

Liberty! was founded in 1988 by brothers Sonny and Andy Aulakh. The Aulakhs began by acquiring and running gas stations in New Jersey in 1986, but saw an opportunity to acquire a gas station in northeastern Pennsylvania in 1988, so they moved there.

Over the past few decades, Liberty has expanded in the northeastern Pennsylvania area (around Scranton) and into New York state. The brothers have moved well beyond gas stations as well. Today, Liberty owns: ~30 Travel Plazas/Truck Stops, 21 Quick-Service Restaurants (Burger King, Subway, Tim Hortons), 2 Full-Service Restaurants, 6 Hotels and a petroleum distribution business. With all of those operating businesses, Andy and Sonny employ over 1,000 people throughout their businesses.

Facing limitations with the Liberty name and branding scheme, it was time to make a dramatic new change.

It was an interesting process with this project, as the leadership had already ideated and embraced a new name, breaking down the word “convoy” into, Onvo.

To develop a new brand around the chosen name, Onvo, the team started at the very beginning with a creative intake process, surveying Liberty’s leadership team about their vision for the new brand. The team translated this vision into a new brand positioning for the brand, capturing what it means to its target audience. From there, the creative team took the wheel with an expansive logo exploration—examining four completely different creative directions, but ultimately landing on the strongest option featuring a brand mascot.

From that point, the creative pieces fell right into place behind the logo and branding. Everything from a completely new digital presence on their website to coffee mugs. From gas pumps and building signage to wallpaper patterns and food packaging. All with a creative direction around this idea of being “Always quick. Always kind. Always convenient.”