For: CBX, New York, N.Y.
From: Parness & Associates, Aberdeen, N.J.
For Immediate Release
CBX TAKES HONORS IN CONVENIENCE STORE NEWS’
ORIGINAL STORE DESIGN, LOW-COST REMODEL CATEGORIES
Consultancy recognized for work with Wawa and Organizacíon Terpel
NEW YORK, N.Y. (9/25/2013) — CBX, the brand agency and retail design consultancy based here, won two honorable mention awards in Convenience Store News magazine’s annual Retail Design Awards program. The firm was recognized for its work on a new prototype for Wawa Inc.’s entry into the Florida market and for a complete redesign for the Columbia gas and diesel fuel station sites of petroleum company Organización Terpel.
CBX was honored in the Best Original Store Design category for its work on the Wawa fuel and convenience stores which began opening in the Orlando and Tampa markets in July 2012. The Wawa, Pa.-based retailer, which operates approximately 600 stores in the mid-Atlantic region, asked CBX to develop a design that would “successfully evolve the fresh and inviting essence and personality of the Wawa brand to be relevant in the new market, while at the same time taking a synergistic approach in its core market to ensure brand consistency,” the magazine wrote in its September 2013 issue.
Convenience Store News further noted that the new concept “positions Wawa as a food destination rather than just another c-store through the use of ‘fresh cues.’ Natural materials, warm colors and ties to the kitchen bring a sense of freshness to the interior. In addition, the visible food preparation area, coffee section, fresh baked goods and walk-in refreshment cooler further speak to the concept of communal kitchen.”
It goes on to observe that, “The residential design utilizes familiar architecture for the exterior, evoking the feeling of home by using a creamy, soft color palette and natural finishes. For the interior, natural light, high ceilings, architectural detailing and rich textures are used to harmoniously tie back to the exterior.”
CBX was also recognized in the Best Low-Cost Remodel (less than $100,000) category for its work with Bogota, Columbia-based Terpel, a leading fuel supplier that also sells fuels for automobiles, aircraft and motorboats in other Central and South American markets. The company engaged CBX to take a fresh look at everything from updating the corporate identity and logo, to creating new architecture for the forecourt and retail shops.
CSN characterized the Terpel makeover as “a collaboration that transcended continents,” with a goal of creating a compelling design that Terpel “could implement for the next 10 years.” While designing the ‘ground-up’ prototype, CBX also developed a ‘retrofittable’ design approach for adaption to the company’s existing locations.
The magazine noted that CBX’s design and strategy teams worked with Auburn, Va.-based The Murphy Group LLC, which consulted Terpel on business strategies. “The collaborative result is a modern and low-cost solution to remodel Terpel's retail network, which includes 1,460 service stations,” CSN commented. “The outdoor station upgrades include a reinvented canopy, LED lighting, a pylon and fuel island, as well as a high-tech car wash that can clean a car in 3.5 minutes. Inside, Terpel is rolling out four convenience store formats…each with impeccable restrooms and their own amenities.”
Now in its eighth year, the CSNews design awards honor convenience retailers who have created the most exciting, innovative and shopper-friendly looks for their stores. Entries are judged on innovation, creativity and the positive impact of the overall design on the business.
About CBX
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. www.cbx.com
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Media contacts: At CBX, Tina Rosenbaum, Director of Marketing, (212) 404-7979, tina@cbx.com; at Parness & Associates, Bill Parness, (732) 290-0121, bparness@parnesspr.com, or Marty Gitlin (631) 765-8519, mgitlin@parnesspr.com.