AM:PM began in 1993 as a small kiosk in the heart of Tel Aviv. Within a few years, the chain grew to 7 stores throughout the city, and needed to be differentiated within the highly competitive Israeli food retail segment, which had been dominated by large, well-known chain stores. Open’s primary challenge was to create a unique brand that provided AM:PM a competitive edge.
Open researched the Israeli food retail market and discovered the potential for a retail brand that promised an urban experience 24 hours a day. We understood that consumers wanted a “city market” that offered an urban and energetic brand experience—a retail chain with locations in dense city centers, open all day, every day. Our branding strategy extended to all points of contact with customers, including the chain's logo, interior and exterior store signage, product packaging, AM:PM’s private label brand, employee uniforms, and more.
Since AM:PM completed the branding process in 2004, the company opened an additional 22 AM:PM branches. At the end of 2006, the chain was acquired for NIS 153 million by businessman Dudi Weissman, the controlling shareholder in Dor Alon, one of Israel's largest retailers.