Malpka Express is a leading national convenience store chain based in Poland. It wanted to reduce its reliance on alcohol and cigarettes and increase its share of the under 30s market by creating a positive emotional experience with its customers and building loyalty. This required a change of the core offer with a focus on convenient fresh food, an improved food to go offer and the introduction of a bakery in stores. We created a new name, brand identity and full communications pack for this new offer.