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    Aloha Petroleum to Create New Store Prototype

    Company selects CBX to design a 3,400-square-foot store that will debut in 2009.

    HONOLULU -- Aloha Petroleum Ltd., operator of more than 30 Island Mini-Mart c-stores and nearly 80 gas retail locations on the islands of Oahu and Hawaii, selected New York-based consultancy CBX to design a prototype convenience store that will open on the island of Oahu in 2009, the design firm stated.

    "Aloha Petroleum is looking forward to working with CBX to develop a fresh identity, design, graphics and product offerings for our convenience stores," Richard Parry, president and CEO of Aloha, said in a statement. "The Aloha Petroleum brand is performing strongly in the marketplace and we are proud of our convenience store division. By refreshing our store concept, we are confident we can maintain existing customers and acquire new ones, taking sales to new heights."

    The 3,400-square-foot prototype will feature a new logo and brand identity, exterior and interior design, site plan and store layout, as well as new graphic applications, the company stated.

    "Our assignment is to help create a brand that stands for more than convenience, while establishing a stronger emotional connection with those who work and live on Oahu and the Big Island," Joseph Bona, president of CBX’s retail division, said in a statement.

    To fulfill this goal, CBX will develop a local brand of convenience stores, according to the company.

    "Among its traditional competitors such as Chevron and Tesoro, Aloha is considered to be a truly local brand," Bona added. "The company wants to position its convenience operation as the c-store brand of choice in its Oahu and the Big Island markets."

    Existing Island Mini-Marts range in size from small kiosks to 2,500-square-foot facilities.

    "Although the existing Island Mini-Marts do well, Aloha believes the timing is right to position its c-stores with a futuristic design, while maintaining the authentic Hawaiian feel," Bona explained. The new prototype will roll out to existing locations over the next few years as local planning and permitting processes allow, the company stated.

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