Aloha Picks CBX to Design C-Store Prototype

Published in CSP Daily News

New ground-up "kama'aina" design to debut on Oahu in 2009

HONOLULU -- Aloha Petroleum Ltd., a privately held oil marketer, has selected CBX, the 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 c-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 [image-nocss] 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" ("local") brand of c-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."

Through acquisition and organic growth, Aloha has developed a portfolio of stores representing a variety of configurations ranging in size from small kiosks to 1,500 to 2,500-square-foot facilities, to serve area residents. "Although the existing Island Mini-Marts do well, Aloha believes the timing is right to position its c-stores with a futuristic design, while maintaining the authentic Hawaiian feel," said Bona.

Aloha said that it expects to phase in the new look to existing locations over the next few years as local planning and permitting processes allow.

Richard Parry, Aloha president and CEO, said, "Aloha Petroleum is looking forward to working with CBX to develop a fresh identity, design, graphics and product offerings for our convenience stores. The Aloha Petroleum brand is performing strongly in the marketplace and we are proud of our convenience store division. By refreshing our store concept, we are confident we can maintain existing customers and acquire new ones, taking sales to new heights."

Aloha Petroleum is an independently owned and locally operated fuel marketer/distributor and c-store operator with a history that dates back to the early 1900s. Aloha is the second largest retail gasoline marketer in the state of Hawaii.

CBX is a fully integrated creative agency specializing in retail design and operations, brand and corporate identity development, packaging, research and motion branding. The company maintains offices in New York City, Minneapolis and San Francisco.