Convenient design

A new visual identity for Caltex's Star Mart convenience stores is now being rolled out across more than 500 outlets in Australia.

The brand has been in Australia since 1999 and this is its first visual identity refresh. The company wanted to create a distinctive convenience store brand that was contemporary, smart, friendly and fresh, and which consumers could identify with.  

Caltex approached Sydney firm Hulsbosch Strategy & Design to create a new identity that would differentiate the brand and position it ahead of the competition, signaling a revitalised retail offering for customers and potential franchisees.

Caltex Australia general manager marketing Andy Walz said, Caltex is strengthening its brand positioning and image to extend its leadership in convenience retailing. Star Mart is our customer proposition and our delivery mechanism for providing what our customers expect.

Prospective franchisees also want to know they are dealing with a strong, distinctive brand, progressive and innovative,² he added.

General manager at Hulsbosch, Angela Baglin said, "The design solution embodies a lively spirit which reflects the essence of the brand's outlets."