Maxol has announced a major rebranding of its entire network of service stations, which will include the launch of a new forecourt brand identity, a five year business development plan and a €50 million investment in the continued upgrading and expansion of its network of outlets. The major venture follows a sizeable €15 millon investment in its retail business during 2012 and will include the rebranding of service stations, a colourful new logo and an increased commitment to its online profile.
The investment will also see the launch of a new Maxol positioning line, ‘At the Heart of It’, which Chief Operating Officer, Brian Donaldson has described as significant, given that “Maxol’s business model has always been hugely supportive of the local communities within which we operate.”
Maxol appointed brand consultants Neworld Associates to spearhead the rebranding process. To date, 50 service stations have been reimaged with Maxol’s new brand identity.
The remaining 175 stations are expected to be complete by mid-2014. The first examples of Maxol’s new brand identity and retail concept can been seen at Maxol service stations in Adamstown and Sandyford, Dublin; Dunmore Road, Waterford; Vevay Road, Bray, Co. Wicklow; Shore Road, Belfast and Marino in Holywood, Co. Down.
Maxol intends to drive consumer awareness of its brand developments through a combination of PR, digital and social media activity, event sponsorship and new promotional partnerships. Pictured from left at the launch are Brian Donaldson, Chief Operating Officer of The Maxol Group and Tom Noonan, Chief Executive of The Maxol Group.