New Prototype for Aloha Petroleum

New design by CBX highlights chain's island roots

HONOLULU -- Aloha Petroleum Ltd., the Hawaii-based gasoline retailer and convenience store operator, has unveiled the first "ground-up" version of a new prototype design for its convenience store fuel sites that highlights the chain's local roots. Designed by strategic branding and retail design consultancy CBX, the 3,000-square-foot store and adjoining gasoline islands with five pumps opened in mid-June in the Kahala suburb of Honolulu.

Aloha Petroleum's former c-store and fuel islands on the site were demolished to make way for the new structures. The new facility represents [image-nocss] the full scope of CBX's design assignment for Aloha, which included the store's interior design, exterior architectural design, logo, fuel islands and canopy.

Customers to the new location will find references to Hawaiian-style architecture--CBX's nod to Aloha Petroleum's roots as the only local fuel marketer and c-store operator on Oahu, Hawaii Island and Maui. From the building's exterior, which has been treated to horizontal wood siding and a modified double-pitched roof evocative of the plantation architecture style found throughout the Hawaiian Islands, the overall design underscores Aloha Petroleum's efforts to develop a kama'aina (local) brand of c-stores to compete against those from traditional mainland companies.

"The company wants to position its convenience operation as the c-store brand of choice in its markets on the three islands. Our role was to help create a brand that stands for more than convenience while establishing a stronger emotional connection with those who work and live in the islands," said Joseph Bona, president of CBX's retail division.

"CBX has done an outstanding job in capturing the look and feel of the islands and developing a functional and attractive store, brand image and fuel facility. We believe that this sets a great foundation for Aloha Petroleum's plans to expand and further develop our c-store business in Hawaii," said Richard Parry, Aloha Petroleum president and CEO.

Among the most commanding of the new design elements is the restyled Aloha logo found repeated on the facade signage, gas canopy and pumps. The updated logo features a stylized "A" floating in a field of watery blue accented with green. Various shades of blue emerge from the refreshed logo to reflect the calm and serenity of the ocean; the green suggests the lushness of the tropics. The natural wood tones of the exterior and interior fixtures reinforce the local flavor and heritage of island life.

"The overall color palette is cool, refreshing and reflective of the relaxed lifestyle found in the Hawaiian Islands," said Bona.

Inside the store, customers will find the stylized Aloha "A" repeated on green wallpaper that calls attention to foodservice areas. They will also find an abundance of natural light coming from the glass wall entrance, supplemented by a series of bowl-shaped galvanized metal pendant lights which contribute to the historic design aesthetic.

Built with an eye toward easy navigation, the cleanly styled store offers generous aisles, while providing optimal food and beverage display. A refrigerated island case, positioned immediately off the entrance, displays a wide variety of fresh-delivered sandwiches, beverages, and other chilled offerings. A well-positioned pay point with room for multiple cashiers sits opposite the entry along the back wall for increased visibility and to help create an expanded impulse zone. Dark brown gondola fixtures are used to merchandise pantry basics and assorted snacks. The store's offer is rounded out by a large walk-in-cooler and beer cave found along the back wall.

In addition to the Kahala store, Aloha Petroleum has just opened a new fueling station and 2,000-sq.-ft. c-store in Kahului, Maui, its first Aloha-branded store on that island, and a new-to-industry 3,000-sq.-ft. c-store and fuel station in Kona on Hawaii Island.

New York City-based CBX is a fully integrated creative agency specializing in retail design and operations, brand and corporate identity development, packaging, research and motion branding. As a full-service consultancy, CBX offers architecture, interior design, merchandise and store planning, identity and branding, graphics and environmental graphic design, media design, product design, master planning, construction detailing and consumer research.

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 largest retail gasoline marketer in the state of Hawaii and one of Hawaii's Top 20 companies. Currently, Aloha Petroleum serves Hawaii with more than 100 Aloha, Shell and Mahalo branded retail fuel locations and 35 Aloha Island Mart c-stores on the islands of Oahu, Maui, Hawaii (the Big Island) and Kauai.