For ReFuel, a new start-up convenience store chain offering fresh hot food and beverages in addition to gasoline, Bates Design created a corporate logo based on a subtle food theme. Fresh lettuce green and tomato red colors, and the friendly shapes of hamburgers and hotdogs, all worked together to communicate the message that ReFuel is an inviting place to stop and get "refueled". Our creation of the Branding Guidelines, providing specifications on logo usage, corporate colors and type, store graphics, and in-store touch-points such as cups and t-shirts, helped to insure brand consistency as future stores come on board.