International News: Caltex C-stores Get New Look

SYDNEY, Australia -- Caltex's Star Mart chain of convenience stores is rolling out a new brand identity both in Australia and internationally, according to a report by Caltex, owned by Chevron, is the company's main marketing brand in Asia, Australia, the Middle East and Africa.

Developed in Sydney by Hulsbosch Strategy & Design, the new identity will be applied to more than 500 Star Mart c-stores throughout Australia, along with outlets across Asia and other regions, the report stated.

The Star Mart brand is also owned by Chevron, and has been present in Australia since 1999. Caltex Star Mart has not refreshed its visual identity for 14 years, according to the report.

The goal of the new look was to create a distinctive convenience store brand that was contemporary, smart, friendly and fresh, which consumers could identify with, the Web site reported. Caltex was strengthening its brand positioning and image to extend its leadership in convenience retailing, Caltex Australia general manager of marketing, Andy Walz, said in the report.

"Star Mart is our customer proposition and our delivery mechanism for providing what our customers expect," he said. "Prospective franchisees also want to know they are dealing with a strong, distinctive brand, progressive and innovative."
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