MARLBORO, N.Y. — CPD Group, with the help of Federal Heath, has “reimagined” its Chestnut Market convenience-store chain with new branding, first teased in October.
The strategy is part of a movement in the c-store industry toward retail rebranding and reinvention.
Euless, Texas-based Federal Heath offers signs, design services, digital signage, interior graphics and decor, maintenance and specialty contracting services.
CPD Energy Corp., based in New Paltz, N.Y., is a family-owned business that began in 1981 with one station. It is 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.
Take a look at the Marlboro, N.Y., flagship Chestnut Market store …
The Chestnut Market’s 5,600-square-foot Marlboro, N.Y., flagship c-store— a ground-up new build and the first new prototype with the new design and branding—offers instant visual brand recognition. In addition to the convenience retailing area, the Chestnut Market brand features a Dunkin Donuts, locally made and freshly prepared foodservice offerings and ExxonMobil’s Synergy brand in the forecourt.
“Our new store design is a commitment to our guests as we continue to enhance our customer’s experience,” said Sharif Jamal, director of brand development for CPD Group. “Our new, rebranded flagship store will be the first location in Marlboro, N.Y., making them the first community to experience the new look and feel. We look forward to bringing our new re-fresh to many additional markets within the next two years.”
CPD Group engaged the Federal Heath team to create a complete brand refresh for Chestnut Market.
The team created a newly branded interior store design including concept, development and fabrication of signage, illuminated CoLite ceiling rings, graphic wallcoverings, illuminated CoLite wood beams, dimensional copy, lightweight CoLite POS canopy, WallMaker white shiplap and red cedar siding. Wood flooring and wood beams add warmth to the space, and 3D sculpted soffits add texture.
The Federal Heath Specialty Contracting team handled installation, “completing a total environmental refresh from A to Z,” the company said.
“The objective was to create an iconic brand environment for Chestnut Market that elevates the customer’s shopping experience and creates a specialty branded customer journey,” said Michael Benincasa, vice president of retail design and strategy at Federal Heath. “The intent was to create a unique destination location in the c-store genre space.”
The Chestnut Market concept highlights convenience and quality that invites the customer inside with warmth, comfort, fun and good living, said the company. Real textures, geometric patterns, materials and lighting enhance the overall ambiance that is relaxed and informal but completely refreshed in a contemporary environment. For example, the illuminated squirrel mascot defines the point-of-sale (POS) counter.
The features create a “bold brand voice that set the store apart from any other,” the company said.