Retail Brand Naming | A new brand name was the first step when Global Partners wanted to create an enhanced fueling experience for customers – and compete in a marketplace crowded with gas station and convenience brands.
The Challenge: Over more than 90 years, Global Partners has grown from a single oil heating truck to a Fortune 500 company and industry leader that provides liquid fuel terminals and a growing portfolio of consumer-focused fueling and convenience brands.
As part of a company-wide branding effort, Global sought to create a new retail gas station brand that would invigorate its owner-operated retail fueling stations. The new brand provides owner-operators a modern, flexible, and affordable option for their businesses, backed by the supply reliability of working with Global.
The new name needed to reflect the high-quality experience at a lower price that consumers enjoy at these locations – and be memorable in a crowded market that includes leaders like Shell and Mobil, as well as many regional and local offerings.
The Solution: Before naming could begin, we started with an audit of the many brands in the retail marketplace and identified several goals that guided our effort: we must stand apart in the sea of sameness where too many brands rely on “fast” “quick” and “go” in their names; we should find a simple, one-word name that offers great visual branding opportunities; and we must dare to be different.
Our naming process included exploring a variety of naming themes that move beyond what’s typical in the category – simple descriptive names and two-part mashups based on a corporate parent – before landing on an approach that emphasizes energy, speed, empowerment, and the excitement of being on the road. Our final name: Onward.
Why Onward? It makes the experience all about the driver’s journey, not the stop. Our mission is to provide a short and refreshing fueling experience, one that gets you and your vehicle back on the road ready for what comes ahead. A name that’s positive, aspirational, and forward looking just makes sense.
Whether that means a quick break just for gas or a longer stop for a snack, cup of coffee, or time to stretch your legs, Onward gives you what you need to get where you want to be.
With a full visual brand development created by the Global brand team, the first Onward branded gas station rolled out in early 2026 with more scheduled throughout the year.
Verbal Branding + Content + Food Writing 