<p>NEW YORK, NY (12/3/08) — CBX, the strategic branding, design and consultancy agency based here, has been honored with awards for its store design and branding work on behalf of four petroleum retailers. The winning projects were completed for Petro-Canada, PKN Orlen in Poland, PRIMAX in South America, and Topaz Energy Group in Ireland.
The firm took the top award in the Best International Design category in a competition sponsored by Convenience Store News for "Neighbours," a new retail format from Petro-Canada that combines a c-store, restaurant and specialty coffee shop under one roof. According to CBX Retail Division President Joseph Bona, the Neighbours' concept was conceived to help improve Canadians' perception of c-store foodservice. The new design for Canada’s leading petroleum retailer focuses on food and features not only sit-down eating areas, but other non-traditional features such as a drive-thru window and an outside dining patio.

Working with Petro-Canada, CBX assisted in developing the overall marketing strategy in addition to the concept's naming and logo design. The firm also handled architectural design, store layout, interior décor, graphic communication, foodservice, and operational consulting. "The use of natural-looking materials and warm colors helped to create a 'visual signature' on the exterior facade and an authentic food experience on the inside," CSNews writes. "…so far, the concept seems to be helping shift perceptions of convenience store foodservice."

CBX also took honorable mention in the publication's International Design category for the new "Stop Café Bistro" c-store concept it developed for PKN Orlen, Poland's largest oil company. The state-owned company with more than 1,800 stations retained CBX to assist in its effort "to raise the design and merchandising bar in c-store retailing and leapfrog the competition," Bona noted. The prototype's exterior features shades of PKN Orlen’s signature primary red color, while backlit columns beckon day and night to passing motorists and customers using the fuel islands. Inside, customers find a new layout and bold color scheme that drives them to the new and improved foodservice offer encompassing coffee-to-go, a grill station for made-to-order hot dogs as well as prepared foods displayed in sleek glass cases. A grocery section stocked with kitchen basics also makes Stop Café Bistro a convenient spot for pantry staples.

The firm also captured an Award of Merit in the VMSD (Visual Merchandising Store Design magazine's) annual Retail Renovation Competition, which showcases the best store transformations worldwide. The competition's judges singled out Listo! (Spanish for 'quick'), CBX’s project for PRIMAX, the new fuel brand created by a local independent oil and gas marketing company that acquired 225 former Shell sites in Peru and Ecuador. In addition to conducting research to name the new c-store entity, CBX developed a new merchandise plan, fixturing, in-store signage and colors, and material palette for the variety of Listo! footprints found in urban, suburban and rural locations. The design, Bona said, stresses "quick and convenient," while also conveying a contemporary and warm feel. A curved streetfront elevation allows the store's interior to project through to the street, drawing attention inside to the colorful and light-filled space. Features in the prototype Lima location include a foodservice seating area and wine department denoted by warm wood flooring.

Finally, CBX's corporate identity and rebranding work for the newly formed Topaz Energy Group Limited netted four honors in the Ireland Forecourt and Convenience Retailer Awards program. The Dublin-based company is in the process of rolling out the new Topaz brand, design and merchandising plan to 350 service stations and 100 c-stores it acquired from Shell Ireland and Statoil Ireland. For its initial efforts, the company received "Newcomer of the Year," "Best Oil Company Initiative," "Best use of Category Management" and "Best Forecourt Facilities" awards in the competition. CBX’s market research, analytics, design and branding work assisted in creating the new Topaz brand, corporate identity and store prototype. "This particular project," Bona noted, "offered CBX the opportunity to tap all of our disciplines, from our experts in consumer research and brand strategy, to our corporate identity, graphic and environmental design groups."</p>
