Our design for Murphy Express won honorable mention for Best Interior Design in the Convenience Store News 2011 Store Design Awards Competition.
Consumer research supported our concept that the typical "Louder is Better" c-store mantra no longer worked. KRS proposed a new design concept, "Contemporary Americana", which would provide Murphy's weary customers a welcomed respite from daily life - in contrast to many of today's c-stores that feature bright colors and overwhelming visual stimuli. The concept proved to be a hit with Murphy's customers - from the recognized "bubba" demographic, to moms, professionals, road warriors, and kids alike.
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