Breakaway Fuels was built for a very specific place and a very real idea. Hockey is more than a game in Canada. It is community. It is teamwork. It is early mornings, shared rides, and people showing up for each other. As a new retail fuel brand entering the Canadian and North American market, Breakaway needed to stand for something familiar and meaningful from day one, not just function at the pump.

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The brand was anchored in the spirit of hockey and the values it represents. Teamwork. Commitment. Belonging. From positioning to brand guidelines, the work brought that idea to life across in store experiences, on premise environments, and live events. Breakaway was designed to feel less like a transaction and more like a place that understands the role it plays in everyday life. A brand that supports the routines and relationships that hold communities together.

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That same belief shaped Breakaway to Play, a community platform created to help make hockey more accessible for youth in the areas Breakaway serves. Alongside this, a B2B strategy rooted in teamwork and shared success helped attract franchise partners who believed in the same values. The result was a brand that connects commerce and community without forcing the link. Proof that when a brand is built around what people already care about, it can grow with authenticity and purpose.