Late last week, Casey’s General Stores unveiled a new visual identity that signals the retailer’s future as well as its small-town roots. Casey’s is pushing forward its modern guest experience with a recent brand update to “Here For Good” and new experiences and services for guests, including a loyalty program, digital expansion, and curbside pickup.

Casey’s new advertising campaign started this month and includes television, outdoor and digital advertising. New private brand packaging has already begun to hit the shelf.

“For half a century, Casey’s logo has stood as a beacon for good food, convenience and community in the lives of the neighbors, friends and family that our committed team members serve every day,” said Darren Rebelez, Chief Executive Officer, Casey’s. “Embracing this heritage, we are proud to remain at the heart of every community we serve as we give guests and communities even more reasons to shop at Casey’s.”

Casey’s new look and feel reflects a fresh, yet familiar feeling, featuring the retailer’s classic barn with white “Casey’s” lettering that is easily recognized by shoppers.

The modern look arrives as Casey’s primes for expansion through enhanced online ordering and delivery services, curbside pickup, and Casey’s Rewards updates and promotions.

“From our stores to our menu to our digital experience, Casey’s is delighting our guests in new and exciting ways,” said Chris Jones, Chief Marketing Officer, Casey’s. “Our new logo takes this a step further by reflecting who we are and what we stand for in a simple, more modern way that’s recognizable and familiar to all our guests.”

A new location in Casey’s hometown of Ankeny, Iowa will be the first in the convenience store’s 16-state footprint to feature the updated visual identity to match a more contemporary experience inside.

Casey’s will begin rolling out new branding across its more than 2,200 convenience stores and its online channels.