Reviving a QuikTrip Original
QuikTrip, one of the largest convenience store chains in the South and Midwest, operates over 1,000 locations across 17 states. In the mid-1970s, they introduced their own private-label beer, Quittin’ Time, which developed a cult following before being discontinued in the 1980s. Decades later, nostalgia for the brand endured, with vintage cans becoming sought-after collectibles.
QuikTrip partnered with Tulsa craft beer legends Marshall Brewing Company to revive Quittin’ Time for a new generation. We were thrilled to collaborate with both teams to reimagine this iconic brand, honoring its rich history while making it relevant for today’s beer lovers.
Services Provided
BRAND STRATEGY
BRAND IDENTITY
BRAND ILLUSTRATION
PACKAGE DESIGN
Concept Development
We began by exploring a range of typographic styles and mascot concepts, drawing inspiration from the brand’s 1970s heritage while ensuring a fresh, modern appeal. Through hand-drawn sketches, we experimented with lettering, iconography, and character designs that captured the nostalgic spirit of Quittin’ Time. This phase allowed us to refine the visual direction and establish a foundation for the final label art.
Clock Out & Crack Open a Cold One
Building on our initial explorations, we refined the chosen concept into a bold, typographic-driven brand identity. The final label design embraces strong, confident lettering that nods to Quittin’ Time’s vintage roots while feeling fresh and modern. By incorporating QT’s brand colors, we designed a product that feels authentic to the brand while maximizing visibility and shelf impact
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