Aloha Petroleum, Ltd. (Honolulu) has selected CBX, a strategic branding, design and consultancy agency based in New York, to design a prototypical convenience store, beginning with a new, ground-up unit to open on Oahu in 2009. Currently, Aloha Petroleum serves Hawaii with more than 30 company-operated Island Mini-Mart convenience stores and nearly 80 retail fuel locations on the islands of Oahu and Hawaii (the Big Island).
For the new 3,400-square-foot prototype, CBX will be developing a new logo and brand identity, exterior and interior design, site plan and store layout, as well as all graphic applications – assets that will reinforce Aloha’s local presence and Island pride. “Our assignment is to help create a brand that stands for more than convenience while establishing a stronger emotional connection with those who work and live on Oahu and the Big Island,” said Joseph Bona, president of CBX’s retail division.
To that end, CBX’s retail team will help Aloha refocus its sights on developing a “kama'aina” (or local) brand of convenience stores. “Among its traditional competitors such as Chevron and Tesoro, Aloha is considered to be a truly local brand,” Bona said. “The company wants to position its convenience operation as the c-store brand of choice in its Oahu and the Big Island markets.”