Dive Brief:
- Chevron is refreshing the design of its Texaco-branded fuel stations with a “more modern look,” according to a press release.
- The redesign aims to “improve the customer experience” by updating many of Texaco’s main brand elements found in the forecourt, such as fuel canopies and signage around the pumps.
- The first of these redesigns opened in July in Austin, Texas.
Dive Insight:
Among the items included in these refreshes are an “evolved” color scheme intended to make the space feel brighter, a 3D canopy design, more visible pole signs and updated pump flags.
"The Texaco brand has a long and proud legacy and we are excited to continue that history with this all-new retro-modern image at our stations," said Claudia Olvera Ibbott, fuels advertising manager for Texaco.
Chevron is letting Texaco retailers and marketers choose one of two “image tier” design options, which offer “a more inviting look with eye-catching canopy elements, new [point of purchase] placements, strategic Techron callouts and a brighter star,” Olvera Ibbott noted.
Techron is an engine-cleaning additive used by Texaco.
All new stations will use these two refreshed designs. The U.S. Texaco locations, which can be found in 16 states, should be updated with the new elements by 2026.
Chevron and Texaco merged in 2001, forming the second-largest U.S.-based oil company. The decision to upgrade to its Texaco sites comes three months after Chevron boosted its oil footprint by agreeing to acquire oil and gas company PDC Energy for $6.3 billion.
San Ramon, California-based Chevron produces crude oil and natural gas and manufactures transportation fuels, lubricants, petrochemicals and additives. In the U.S., Chevron also owns more than 1,000 ExtraMile Convenience Stores through a joint venture with Jacksons Food Stores.
