Stripes is a convenience store chain with more than 500 locations in Texas and Oklahoma. They came to us looking to take a fresh new look at their brand. They wanted something that would speak to the working-class folks on the go that do the hard work that has to be done every day. 

I decided to create a voice that reflected the consumers' to-the-point, down-to-business attitude and give them a little encouragement to keep on keeping on along the way.