When Enmark realized that their tired, fuel-centric brand no longer represented them, they tasked Paragon Solutions with creating a new brand identity that would embody the vision and future of the company. The new brand needed to communicate fresh and healthy food choices, it had to appeal to women and millennials but not alienate other demographics, and if possible, it should retain some tie of the current brand. In addition to the brand refresh, Enmark wanted to develop a new, best in class, prototype store design that would incorporate a stand-alone food offering, premium coffee and beverage program. The site and store layout needed to be bold and innovative. The store design had to communicate fresh, modern and make a clear statement about the evolution of the Enmark brand.