A long time staple of the Hershey area had ran its course. It was time for a change. After a larger fine dining brand moved to town the stage was set for a new concept to be born. The Gas Station gastropub experience was born.
Al Meditteraneo had been a fine dining Italian restaurant for over 12 years. The key challenge was to close the restaurant for two months, build a brand, generate buzz, and reopen with a new concept. The new concept had to be more approachable with a bigger focus on bar sales without losing the cuisine business.
Renovating the image and physical location of this modern chic industrial feeling gas station wasn’t going to be easy. We knew that we had to maintain that chic feeling while tying in a bit of a vintage gas station feeling. However, we couldn’t be hokey.
Vigor designed a mark that set the precedent for the rest of the identity as seen throughout every brand touch point.The mark was supported with two typefaces that took their direction from vintage style typography, but had a modern flair that tied the vibe together perfectly.From the inception of the logo Vigor worked tirelessly to develop and design each piece of the identity with the same unique, unexpected attention to detail as the logo itself.
Al Med closed at the end of November in 2009. Three months later Gas Station Kitchen and Bar was opened during a blizzard. The place was packed.
Since opening, the Gas Station logo has become an icon in the area. So iconoclastic in fact, some patrons have spray painted the logo on their cars and taken other extremes to display it.