Liberty Travel Plazas Unveils New Brand Name

Liberty Travel Plazas unveiled a new name and brand identity for the company and will now be known as Onvo.
 Liberty Travel Plazas Unveils New Brand Name

Onvo was founded in 1988 in Tunkhannock, Pennsylvania, by Sonny Singh and Andy Aulakh. Today it is headquartered in Scranton and has grown into a network of more than 50 businesses, including 32 travel plazas and gas stations, 23 quick-service and full- service restaurants, and five hotels located throughout Northeastern and Central Pennsylvania, with the company recently branching into neighboring upstate New York.

“While our old identity served us well over the past 30-plus years, it was time for us to update our brand to something that reflected our dedication to delivering experiences that leave our guests happy and fulfilled,” said Andy Aulakh, chief business development officer and founder. “I truly believe we’ve done that with Onvo.”

The rebrand includes a new name and logo, a fully redesigned website, refreshed loyalty program and an updated store design.

“We really wanted to have a unified message for our team to stand behind and to stand out in the marketplace,” shared Harman Aulakh, Onvo’s marketing manager. “Over the last eight or nine months, we worked with our design team to develop the brand.”

The leadership team at Onvo decided on the new name after a whiteboard brainstorming session. One word that really stuck out to them was convo, which evolved into Onvo. “We wanted a name that was unique and memorable. Onvo was a good fit,” said Gerald Danniel, chief operating officer.

Then came the look and the feel, which were designed with the simple feeling of wanting their customers to smile as they help guests along their way. One of the key elements of the rebrand is the company’s new mascot: a bird, also named Onvo, which represents the company’s commitment to providing guests with a friendly, memorable experience every time. “My child loves the mascot,” shared Danniels.

“Customers can expect a lot of bright colors and a lot of our new mascot. The mascot will be everywhere. We are introducing a new layout of our stores soon. It will be a much more fun and vibrant experience,” added Aulakh.

While the name and visual identity of the brand is changing, the ownership and team will remain the same. Remodeling of key stores will begin later this fall, and all stores are expected to be remodeled by the end of summer 2021. The company is planning a celebration to commemorate the launch of the new brand.

Darren Schulte, NATSO’s vice president, membership, agreed that the rebrand is a good fit. “Knowing Gerry relatively well, he is a very wise person. The entire company is wise and thoughtful. I thought the owl really represented you all very well as very wise thoughtful. The mascot is super fun. I am sure it will help your demographics. It is really exciting,” he said.

To hear more about the rebrand on NATSO’s podcast and to see a short commercial announcing the rebrand, listen to NATSO’s podcast below.

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