South Africa’s Astron Energy unveils the new brand identity

South Africa’s Astron Energy has unveiled its new brand identity and a sneak peek into what its network of 850 Caltex service stations will look like when rebranded to Astron Energy.

The name change and rebrand follows the 2018 change of ownership of Astron Energy and its exit from the Chevron group of companies. Since then, Astron Energy has been operating the Caltex brand under a license agreement. The new corporate brand identity now sees all operations consolidated under a single, unifying brand. Over the next few years, all Caltex branded service stations in South Africa and Botswana will be rebranded to Astron Energy in a phased manner.

With Astron Energy being South Africa’s second-largest petroleum network with over 850 service stations, the unveiling of its new logo and corporate colours, as well as the design of its forecourts, is another important step in the company’s ambition to become the next biggest fuel brand in South Africa.

Astron Energy Interim CEO, Braam Smit said: “The rebrand is a milestone moment for us on our journey to reimagine and reinvent ourselves. We have been a trusted player in fuels for over a century. We are looking forward to stepping confidently into the future and welcoming all our customers to our exciting new-look forecourts and experiences. Astron Energy is the future of fuel and the rebrand creates the ideal platform to enhance our service offering through innovations and exciting products which are designed to speak to an ever-changing consumer landscape. We will continue to offer customers, high-performance fuels, quality products and great service delivered by excellent people, as well as exciting new offerings and experiences as part of our new look. We’re looking forward to the rebrand and the enormous potential it holds.”

Apart from the retail sites, the Cape Town refinery, the lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities will all be rebranded.

Astron Energy General Manager Cambridge Mokanyane said: “We have put an enormous amount of work and imagination into our fuel and non-fuel retail offerings and look forward to launching future products and innovations into this fresh, energized and vibrant space. We look forward to the first forecourt rebrand in the new year. Our country has been through tremendous challenges as a result of the pandemic and a struggling economy, so it will be wonderful to go into 2022 with a sense of freshness and revitalization.”