CBX Designing Prototype For Aloha Petroleum

Aloha Petroleum Ltd., a privately owned oil marketer in Hawaii, said it has chosen New York-based retail design firm CBX to put together a new prototype convenience store debuting on Oahu in 2009.

Aloha Petroleum has more than 30 company-operated Island Mini-Mart convenience stores and nearly 80 retail fuel locations on the islands of Oahu and Hawaii.

The new 3,400-square-foot prototype will include a new logo and brand identity, exterior and interior design, site plan and store layout, as well as all graphic applications. All told, it creates a product that Aloha said will reinforce its local presence and its 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.

CBX’s retail team plans to 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.”

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.

“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,” Bona explained.

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

“Aloha Petroleum is looking forward to working with CBX to develop a fresh identity, design, graphics and product offerings for our convenience stores,” said Richard Parry, Aloha’s president and CEO. “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 is independently owned and locally operated. Its history dates back to the early 1900s, and it is now the second-largest retail gasoline marketer in Hawaii. Hawaii Business Magazine also chose the company as one of Hawaii’s Top 20 companies.

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