AM:PM opened its doors in 1993 as a kiosk in the heart of Tel-Aviv. Several years later, when it had expanded into a chain of seven kiosks across the city, it became necessary to differentiate the company in a competitive market that was dominated by large chains. Having identified the need for and potential of a retail brand that offers an urban experience 24 hours a day, the chain was positioned as a city market - a young, energetic, urban chain that is always there for you.
The brand concept connects the urban environment with the retail environment, creating a dynamic, innovative language. The branding strategy was implemented at all points of contact and included references to the logo, interior and exterior signage, packaging, the private brand, employee uniforms, and more.
Since the completion of branding in 2004, another 22 branches of AM:PM have been opened. At the end of 2006, the chain was sold to businessman David Weissman, who owns a controlling interest in Dor Alon, for NIS153 million.