A gas station mascot road-trippers take home as a souvenir
Most gas stations sell fuel and snacks. Buc-ee’s also sells its beaver, a cartoon of founder Arch Aplin’s nickname, on shirts and plush.
The branding lesson
Arch Aplin grew up being called Beaver, so the logo he commissioned for his first Buc-ee’s, opened in Texas in 1982, was a cartoon riff on that nickname. The beaver now fronts the chain’s own T-shirts and stuffed animals, sold beside its Beaver Nuggets snack, so travelers carry the brand home.
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The psych of why it works
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Members onlyCredits and sources
- Brand
- Buc-ee's · Visit Buc-ee's
- Image
- Phillip Pessar · CC BY 2.0
- Found via
- Texas A&M Today
- Industry
- Grocery and retail
