Quick Chek, Whitehouse, N.J. chain of more than 100 stores throughout New Jersey and New York, announced today it is launching a new brand positioning complete with logo, private-label product packaging and enhanced Web site.

With its new logo in the shape of a bright, lime green-colored letter “Q” with tail shaped like a dark green leaf, Quick Chek’s new logo represents its commitment to deliver a quality assortment of fresh food products coupled with a elevated food service experience.

“From the moment our customers walk in the door, they know we’re different,” said Dean Durling, president and CEO of Quick Chek. “We have always prided ourselves on delivering superior customer service coupled with a quality food service experience. Not only are these two elements responsible for Quick Chek’s success, but they are the core values in which we will continue to build, and enhance, to innovatively and effectively meet the changing needs of our customers. Our new brand launch is designed to communicate this steadfast commitment.”

Quick Chek’s brand unveiling began with advertisements, point-of-purchase materials and private-label product packaging in store featuring Quick Chek’s new logo and tagline, “Get Fresh. Go Fast.” The company’s redesigned Web site, including new elements such as nutritional product information, product coupons, a gas price checker and the “Create Your Own Coffee Concoction interactive feature, at http://www.quick-chek.com/will launch the same day.

Quick Chek’s new brand introduction continues with the unveiling of a new prototype store in Ulster, N.Y., slated for mid-May, followed by the family of more than 100 Quick Chek store locations undergoing physical renovations that speak to the company’s new brand positioning over the next five years.

Known simply as “Q,” Quick Chek customers will soon meet the company’s new mascot at many store happenings and special events throughout the year.

Quick Chek’s new brand positioning, logo and private label product program were developed with Lippincott, a leading brand strategy and design consultancy located in New York City. The company’s private label product packaging treatment, redesigned Web Site, mascot, advertising campaign and point-of-purchase materials were developed with Oxford Communications, an award-winning marketing communications firm located in Lambertville, N.J.