CBX Assists Organizacion Terpel S.A. on Renewal of Fuel Brand
Assignment Focuses on Total Site Design and Brand Strategies for
Terpel Operation in Columbia
NEW YORK, NY -- (Marketwire) -- 02/01/13 -- CBX, the brand agency
and retail design consultancy based in New York, is working with
Organizacion Terpel S.A., to completely update the company's Terpel
gas and diesel fuel station sites in Columbia.
Like many global petroleum companies, the Bogota-based Organizacion
Terpel is hoping to expand its customer base by increasing its appeal
to women, families and young consumers, explained Joseph Bona,
president of branded environments at CBX. The firm's design and
strategy teams worked with the company to take a fresh look at
everything from updating the corporate identity and logo to creating
new architecture for the forecourt and retail shops and how each can
support Organizacion Terpel's corporate strategy for growth. A
leading fuel supplier in Columbia, Terpel's network includes 1,460
service stations, 28 supply plants and operations in 20 Colombian
airports. The company also sells fuels for automobiles, aircraft and
motorboats in other Central and South American markets.
With a goal of creating a compelling design for the next 10 years,
the entire forecourt for the company's retail fuel network has been
completely reinvented, including canopy, pylon and fuel island design
along with other customer touch-points, Bona noted. CBX also designed
graphics and architecture for a newly revamped convenience store,
branded car wash and service bays. The first complete site with a new
c-store, canopy, lube bay and car wash is expected to open this year.
"Our role was to reinforce Terpel's ongoing commitment to providing
quality products and services, but with a new view toward being one
of Colombia's most innovative and forward thinking companies," Bona
continued. "We examined the entire customer journey experience from
the curb to the pump and convenience store, to the car wash and lube
bay. Equally important, while designing the new ground-up prototype,
we also developed a 'retro-fittable' design approach for adaptation
to the existing portfolio of facilities."
CBX worked closely on the project in association with The Murphy
Group LLC, Ashburn, Va., which has independently served as a
consultant to Organizacion Terpel S.A. on a wide range of strategic
About Organizacion Terpel S.A.
Organizacion Terpel S.A. is a privately held Colombian oil and gas
company founded in 1968. Formerly known as Terpel Bucaramanga, the
company changed its name to Organizacion Terpel S.A. in 2001. Based
in Bogota, Columbia, Organizacion Terpel S.A. distributes and sells
fuel products for automobiles, aircraft and motorboats. It also
produces and sells lubricants for marine and industrial use as well
as for vehicles using diesel, gasoline and natural gas; and
distributes natural gas for vehicles in Colombia, Mexico, Peru and
Chile. The company also offers fuel and lubricants to sugar mills,
oil and mining markets. The company operates service stations in
Colombia, Ecuador, Chile and Panama. It also manages fuel supplies
for two airports in the Dominican Republic. Organizacion Terpel S.A.
is a subsidiary of Sociedad De Inversiones En Energia S.A., which is
a subsidiary of Compania de Petroleos de Chile COPEC S.A.
CBX is a brand agency specializing in corporate identity, consumer
branding and retail. The company, with its current staff of 120, was
founded in 2003 and has a client base that includes Del Monte,
General Mills, Kimberly-Clark, A&P, Pathmark, Saks Fifth Avenue, Lord
and Taylor, Wawa, Sunoco, and PetroChina. In addition to its New York
City headquarters, CBX has an office in Minneapolis, and through the
CBX Worldwide Partnership, has operating offices in Santiago, Buenos
Aires, Sao Paulo, Mexico City, Melbourne, Shanghai, London and Seoul.
The firm was ranked #282 in the Advertising & Marketing industry for
the 2011 Inc. 500/5000 list of fastest growing private companies.
About The Murphy Group
The Murphy Group LLC (www.thinktmg.com) is a global consultancy
focused on the fuels and convenience retailing industry, TMG is
dedicated to generating increased profit for fuels/convenience
retailers & selected suppliers. TMG services include market entry
strategy, mergers & acquisitions, brand development, operational
improvement and global best practice benchmarking.
Associate Director of PR
Parness & Associates
The Murphy Group
Press spacebar to pause and continue. Press esc to stop.