Miller Oil to Update Its Brand Identity

NORFOLK, Va. — Miller Oil Co., a family-owned operator of more than 50 fuel centers/convenience stores in Virginia, has chosen CBX, a New York-based brand agency and retail design consultancy, to update the graphic identity across its network.

“The Miller name has enjoyed great cognition in the markets it serves ever since Gus Miller opened the first Miller Mart in the 1980s,” said Joseph Bona, CBX's president of branded environments and a veteran convenience store designer.

The Norfolk-based chain’s stores span from Virginia Beach, Va., to Manassas, Va., where consumers can find beverage offerings like Miller's Choice coffee and tea, along with Miller's Chiller fountain sodas, as well as snacks, fresh fruits, pantry basics and toiletries. The company is committed to its community through the Miller Oil Foundation, which benefits children’s charities, domestic violence shelters, assisted living centers, the arts and more.

In the years since the first Miller Mart — now called Miller’s Neighborhood Market — opened, national chains have entered the market, Bona explained. “The national competition has stiffened over the years, and the [Miller] family understands the need for its identity to speak with one voice.”

On the outside, CBX will update the existing Miller logo and identify graphic standards for fuel pumps, pylons and canopy use. On the inside, the new Miller identity will be used for wayfinding, point-of-sale, and food and beverage service signage. 

“As chairman of NACS, I learned the value of studying not just the competition in the U.S., but being aware of international trends as well,” said Jeff Miller, president of Miller Oil. “Joe Bona and CBX bring a global perspective to convenience retailing that I believe will help us thrive in the highly competitive marketplace here in southern Virginia.”

CBX specializes in creating marketing services, including branding, retail design, packaging and promotional programming.