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.

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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.