Cumberland Farms, a chain of 600 convenience stores in 11 states in the Northeast, debuted a new identity and packaging as part of a new concept store launch in Farmington, Conn. The initiative seeks to re-image the 71-year-old company and make more personal connections with its customers by playing up its third-generation family-owned heritage. Packaging for the retailer’s made-to-order food offerings highlights the founding family with images from the 1930s. The new designs will be rolled out in multiple markets over the next 18 to 24 months. (Brand identity and package design: The Moseley Group,