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Petrox, an independent oil and gas marketing company with operations in Peru, has retained GroupRed LLC, a brand strategy and retail design firm based in New York, to provide assistance in developing corporate identity and retail branding strategies for its petroleum and convenience store retail network. The assignment follows Petrox's recent purchase of Shell's fuel business in Peru, including 165 retail sites, which represent the largest chain in the country.

Under terms of the engagement, GroupRed will work with Petrox to develop new names for the company's fuel and convenience store brands, as well as to devise, test and implement corporate identity and branding elements.

"Our objective is to ensure that the new brand delivers the same high levels of trust and confidence associated with Shell, builds upon Petrox's status as the market leader and establishes a sense of pride at having strong management with local know-how," said GroupRed president Joseph Bona. "We not only want to see the rebirth of this new brand succeed in the Peruvian market but, more importantly, we want to create awareness that this is a quality brand with far reach and global appeal."

Plans call for the rebranding of all former Shell locations to be completed during 2005. The project will encompass the rebranding of all major product and shop components, such as pylon signs, gas canopies, fuel dispensers and shop fronts, as well as all related collateral materials.
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