PHOTO GALLERY: Onvo's New Prototype Takes Flight
Bridging the Past & Present
An updated store design is just one of multiple elements that make up the new identity and branding. The aesthetic of Onvo is fun and energetic, while maintaining a sleek and modern store atmosphere. Bright oranges, bold blues and energetic yellows punctuate the stores and bring a sense of playfulness, which is also incorporated with the use of a new mascot, Onvo the Owl.
"Onvo takes pride in our northeastern Pennsylvania roots, and we try to find ways to incorporate the imagery of the area into our design by pulling in elements that call back to the outdoors," Aulakh said. "When we were known as Liberty, our aesthetic relied more on that sense of locality, and we wanted to find a way to maintain some of that local connection with the Onvo brand."
As part of the rebrand, the company went live with a new loyalty program, Onvo Rewards. Designed in conjunction with Paytronix, the program launched in December 2021 alongside a new Onvo mobile app, available on both Apple and Android devices.
Members of Onvo Rewards can earn points, known as Hoots, for each in-store purchase they make. Hoots can be redeemed for rewards such as free food, drinks, snacks or fuel discounts. All customers who register for Onvo Rewards receive a welcome reward of 10 cents off per gallon of gas, up to 20 gallons, every time they fill up during their first month of membership. Additional pro- gram perks include referral rewards, birthday and anniversary rewards, and buy-five get-one-free club programs for coffee, roller grill items and fountain drinks.
Onvo Rewards members can choose whether to use a physical card, a virtual card on the app or their phone number to collect their Hoots.
"Onvo Rewards is an exciting new chapter for our company. The decision to launch a new loyalty program came from the desire to reward our most loyal customers with added benefits, while giving them an easy way to interface with their rewards," said Aulakh. "Onvo Rewards and the new Onvo app really provide customers with an intuitive and fun way to interact with their rewards program and with the brand as a whole."
Flying Into the Future
Since the rebrand, Onvo has put a lot of effort into connecting with the communities it serves and travelers alike, with an emphasis on advertising via digital channels such as email and social media, as well as through traditional marketing like fun and creative billboard campaigns.
All 36 of the company's travel plazas and gas stations have or will receive some level of remodeling or reimaging. The extent of the reimaging will vary on a store-by-store basis. Rebranding projects are expected to be completed by mid-2023.
Onvo is also expanding and focused on growing its footprint both at home in northeastern Pennsylvania and in other territories, Aulakh said. Since rebranding, the business has extended further into New York, adding two travel plazas in the greater Albany area.