NEW PALTZ, N.Y. — Chestnut Petroleum Distributors Inc. (CPD) is preparing to debut a new logo and branding for its Chestnut Market convenience-store chain. It has partnered with GSP, Clearwater, Fla., a provider of end-to-end retail services and solutions, to conceive of the logo and Federal Heath Visual Communications, Euless, Texas, for the interior design.
GSP’s new logo design will affect 55 of CPD’s existing stores in the Northeast and will roll out to dozens of stores over the next two years, the company said.
“While working closely with CPD, we set out to give Chestnut Market an all-new identity package. The work included the creation of a new logo, updated exterior concepts, brand personality and voice,” said Steven Cohen, vice president of design services for GSP. “Our goal was to have CPD’s customers keep Chestnut Market top of mind by creating a memorable icon that could evolve into a total store package.”
The company rolled out the Chestnut Market brand earlier this year.
“CPD has been serving customers in the area of New York, New Jersey and Connecticut tri-state area for nearly 40 years, but has operated under multiple retail brands,” said Sharif Jamal, director of brand development for New Paltz, N.Y.-based CPD. “The c-store landscape has evolved over the years, and now more than ever, it’s important to create a consistent brand that connects with consumers and focuses on their daily needs.”
GSP delivers store-specific in-store marketing programs to more than 70,000 retail locations. It also offers turnkey design, manufacturing and installation for full-scale store remodels and decor refreshes. GSP’s design team supports visual merchandising, photography and graphics. Additionally, GSP’s AccuStore store intelligence technology maintains a single source of site data to help retailers target their growth initiatives to the specific needs of each store.
Chestnut Market locations feature a Dunkin’ Donuts, locally made and freshly prepared foodservice offerings and ExxonMobil’s Synergy brand in the forecourt.
CPD Energy Corp. is a family-owned business that began with one station in 1981 located in New Paltz. It is now a major petroleum marketer and distributor in New York, New Jersey and Connecticut. The company operates and supplies more than 200 sites in both retail and wholesale markets. Fuel brands include ExxonMobil, Shell, BP and Gulf.