Astron Energy has unveiled its new logo and corporate colours, as well as the design of its forecourts. Over 850 Caltex retail sites will be rebranded to Astron Energy.
The existing service station network in South Africa and Botswana will be rebranded in the new corporate colours in a phased manner over the next few years.
Astron Energy Interim CEO, Braam Smit, said, ‘The rebrand is a milestone moment for us on our journey to reimagine and reinvent ourselves. We have been a trusted player in fuels for over a century. We are looking forward to stepping confidently into the future and welcoming all our customers to our exciting new-look forecourts and experiences.’
The brand’s bold new colours were chosen to allow Astron Energy stand out in a largely undifferentiated market which tends to stick to the traditional colours usually associated with fuel brands.
Over 850 retail sites, the Cape Town refinery, the lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities will all be rebranded.
The brand change will also see service stations place careful emphasis on the basics, including bathroom facilities and lighting, as part of rejuvenating the overall customer experience.
Astron Energy General Manager: Marketing, Cambridge Mokanyane, said, ‘The rebrand provides the platform to build out the customer experience even further and to build on the success of the latest Ask Afrika Orange Index win. We have put an enormous amount of work and imagination into our fuel and non-fuel retail offerings and look forward to launching future products and innovations into this fresh, energised and vibrant space.’
‘A significant change to our motoring or fuel landscape comes around once every few decades and this is really something to be excited about as we look forward to the first forecourt rebrand in the new year,’ Mokanyane said. ‘Our country has been through tremendous challenges as a result of the pandemic and a struggling economy, so it will be wonderful to go into 2022 with a sense of freshness and revitalisation.
Our new colours and design were carefully chosen to represent our rich new corporate identity, which is fuelled by progress and inspired by the potential in all of us.’
Colours that are distinctive and non-traditional for the fuel sector, and a logo that is uniquely identifiable were key criteria during the brand development process. In August, the Company announced that Astron Energy would become the overarching brand across corporate, commercial and retail, and will be the public face of the company at all forecourts and other key sites.
The name change and rebrand follows the 2018 change of ownership of Astron Energy and its exit from the Chevron group of companies. Since then, Astron Energy has been operating the Caltex brand under a licence agreement. The new corporate brand identity now sees all operations consolidated under a single, unifying brand.
ASTRON ENERGY
https://www.astronenergy.co.za
