From Rational Product
to Emotional Experience


Conger LP Gas was a long-standing leader in its community and was revered for its values and business practices. But an aging customer base was leading to decreasing sales, so they needed to enliven their brand and have it speak to an entirely new audience.


Branding, media, and strategy experts came together to develop a new brand promise for the company, bringing their retail and lifestyle experience with them. Knowing we needed to speak to a broader audience, we developed the platform “Fueling Life.” This took Conger out of the commodity space and into the lifestyle one. Our work was designed to inspire the new audience — mainly women — to consider Conger when making purchases. The new brand promise, messaging, and architecture has resulted in increased sales and heightened consumer perception. Now they can focus on growing their business, knowing they have the added strength of their new brand loyalists.

Conger Brand book
Conger Stationery
Conger Website

“I can’t say enough great things about Dotted Line! After 25 years in business, Con-ger LP Gas decided that it was time for a change with our brand. We knew needed to start to market in a different way, but we didn’t know how. Dotted Line’s team con-ducted an extensive, insightful analysis of our company and its consumer base. From there, the DLC team created a new, innovative brand for us that has allowed us to de-velop a strong marketing strategy for years to come. We’re very pleased with the high quality, professionalism and depth of knowledge possessed by the Dotted Line team. This was one of the best things we’ve ever done for our company!”

Dan Richardson, CEO, Conger LP Gas

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