Par Petroleum Corp., owner of Hawaii’s largest oil refinery, plans to unveil a new branding strategy in the next 2-3 months, according to Pacific Business News.
In 2013, Houston-based Par Petroleum’s subsidiary, Hawaii Independent Energy, closed on its purchase of the former Tesoro Corp.’s Hawaii refinery and other assets, including its retail gas stations. Recently it acquired Mid-Pac Petroleum, which now brings its retail gas station total to 116. The stations feature various brands, including Tesoro, 76 and 7-Eleven.
Joseph Israel, president and CEO of Par Petroleum told Pacific Business News that in 2-3 months the company expects to have a new branding strategy to communicate and execute with the market. “We may end up with one, two or three brands,” Israel said.
OmniTrak Group, a Honolulu research and market planning firm is creating surveys and focus groups to aid the rebranding effort.