Hulsbosch Strategy & Design creates a visual identity for Caltex's Star Mart

Developed in Sydney, the new identity is now being applied to more than 500 Star Mart stores throughout Australia.

A press statement from the Hulsbosch Strategy & Design said that the company wanted to create a distinctive convenience store brand that was contemporary, smart, friendly and fresh, which consumers could identify with.

Caltex is owned by global energy giant Chevron and is the company's main marketing brand in Asia, Australia, the Middle East and Africa. The Star Mart brand is also owned by Chevron and has been in Australia since 1999.

Caltex Star Mart has not refreshed its visual identity for 11 years. The company approached Hulsbosch to create a new identity that would differentiate the brand and position it ahead of the competition signaling a revitalised retail offering for customers and potential franchisees.

Caltex Australia's general manager of marketing, Andy Walz, said: “Caltex is strengthening its brand positioning and image to extend its leadership in convenience retailing. Star Mart is our customer proposition and our delivery mechanism for providing what our customers expect."

Angela Baglin, general manager of Hulsbosch, said the new brand is" unique, contemporary and friendly" no matter what language you speak or where you live in the world.