Rebranded forecourt
Astron Energy has revealed its new brand identity and provided insight into what its network of Caltex service stations will look like when over 850 retail sites are rebranded to Astron Energy.
Astron Energy has unveiled a new logo and corporate colours, as well as the design of its forecourts.
Astron Energy owns South Africa's second-largest petroleum network with over 850 Caltex-branded service stations in the country, as well as in Botswana.
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.
“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,” says interim CEO Braam Smit.
“The brand’s new colours were specifically chosen to allow Astron Energy to stand out in a largely undifferentiated market which tends to stick to the traditional colours usually associated with fuel brands,” the company states.
The rebrand entails its retail sites, the Cape Town refinery, the lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities.
Moreover, the brand change will see service stations place emphasis on the basics, including bathroom facilities and lighting, as part of rejuvenating the overall customer experience.
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.