Par Hawaii Nears Completion of Hele Rebranding

HONOLULU — Par Hawaii Inc.’s $4-million effort to rebrand its Tesoro-branded gas stations in Hawaii to its new Hele brand name should be fully completed by the end of the year.

According to Pacific Business News, of the 97 gas stations the Houston-based Par Pacific Holdings Inc. subsidiary owns across the state, 37 will be rebranded to Hele with the remaining 60 either retaining the 76 name or be rebranded 76.

The Tesoro brand name will disappear at all of its stations.

So far, Par Hawaii has converted 33 of the 37 total gas stations to Hele. Of the five gas stations that still need to be converted, four are in Maui and one is in Haleiwa on Oahu’s North Shore, Par Hawaii President Jim Yates told the news outlet.

Hele is a Hawaiian word that means "to go" in English, as CSNews Online previously reported. Par Hawaii contracted Honolulu-based MVNP to come up with the new brand, which includes speed lines and italicized lettering intended to indicate forward movement. The company looked at nearly 80 names before deciding on Hele.

The conversion also involved companies such as Glimma, Kraido, Roi Printing and OmniTrak Group, according to Pacific Business News.

Par Hawaii is the parent company of retail operations under the Par Pacific Holdings Inc. umbrella. Houston-based Par Pacific also owns a refinery located in Kapolei on West Oahu, which is housed under its Par Hawaii Refining LLC banner.