Caltex’s magazine for employees, franchisees & resellers
Issue 50 Dec – Jan 10
Article Highlights
Centrepiece of the new teal and tangerine branding is an action icon, which has been affectionately nicknamed ‘Sparky’.
In this issue:
Sparky a new star is born
A visual icon that draws attention
“It looks energetic and fun,” says one Caltex customer. “It really stands out.”
“It’s brighter and vibrant,” says another. “A bit whimsical, but I like it.”
These were some of the many overwhelmingly positive comments from customers who were asked what they thought of the new branding for Caltex Star Marts.
For the first time in 14 years, the colourful image that Star Mart presents to the world is getting a makeover. At the centrepiece of the new teal and tangerine branding is an “action” icon – affectionately nicknamed “Sparky” – that resembles a dancing star.
The strategic intent of this design was to create a contemporary, smart, friendly and fresh image, reflecting Caltex’s vision to be a world-class convenience retailer, explains Lynette Klein, Strategic Brand Development Manager. Most importantly it had to have a strong visual identity and stand out from competitors.
“We believe we’ve achieved all that,” says Lynette. “Sparky conveys movement and energy, which personifies our convenience store customers who are typically on the move in a fast-paced world.”
The revamp is expected to deliver better recognition and awareness of the Star Mart convenience brand in the market place, adds National Manager Retail Leo Pucar.
”The process is one of evolution, not revolution as the Star Mart image needed to embrace the twenty-first century,” says Leo. “The Sparky logo represents what our research tells us about our busy customers – that they’re time-poor, on the go and looking for solutions.”
Leading convenience
The branding was developed in consultation with Chevron who owns the Star Mart trade mark. Chevron recognised Caltex Australia as the regional leader for convenience and supported the initiative to develop and trial the new brand in Australia.
Caltex worked with strategic design agency Hulsbosch to create the refreshed look. The main design elements are the introduction of a visual icon which instantly grabs attention, a smile feature across the fascia indicating a welcoming and friendly shopping environment, and the contemporary colour scheme of teal, tangerine and white.
The new store image will be extended into uniforms, point-of-sale communications and other instore merchandise over time, Lynette says. “The dynamic symbol will enable the Star Mart brand to have a clear identity in many different environments; this is one of the strengths of the new branding.”
All twenty-first century (21CC) Star Mart sites will be updated with the new Star Mart image. It will be progressively rolled out to the rest of the network as they’re upgraded to the 21CC format, says Leo.