Assignment Focuses on Total Site Design and Brand Strategies for Terpel Operation in Colombia.
CBX, the brand agency and retail design consultancy based in New York, is working with Organizacion Terpel S.A., to completely update the company’s Terpel gas and diesel fuel station sites in Colombia.
Like many global petroleum companies, the Bogota-based Organizacion Terpel is hoping to expand its customer base by increasing its appeal to women, families and young consumers, explained Joseph Bona, president of branded environments at CBX. The firm’s design and strategy teams worked with the company to take a fresh look at everything from updating the corporate identity and logo to creating new architecture for the forecourt and retail shops and how each can support Organizacion Terpel’s corporate strategy for growth. A leading fuel supplier in Colombia, Terpel’s network includes 1,460 service stations, 28 supply plants and operations in 20 Colombian airports. The company also sells fuels for automobiles, aircraft and motorboats in other Central and South American markets.
With a goal of creating a compelling design for the next 10 years, the entire forecourt for the company’s retail fuel network has been completely reinvented, including canopy, pylon and fuel island design along with other customer touch-points, Bona noted. CBX also designed graphics and architecture for a newly revamped convenience store, branded car wash and service bays. The first complete site with a new c-store, canopy, lube bay and car wash is expected to open this year.
“Our role was to reinforce Terpel’s ongoing commitment to providing quality products and services, but with a new view toward being one of Colombia’s most innovative and forward thinking companies,” Bona continued. “We examined the entire customer journey experience from the curb to the pump and convenience store, to the car wash and lube bay. Equally important, while designing the new ground-up prototype, we also developed a ‘retro-fittable’ design approach for adaptation to the existing portfolio of facilities.”
CBX worked closely on the project in association with The Murphy Group LLC, Ashburn, Va., which has independently served as a consultant to Organizacion Terpel S.A. on a wide range of strategic business activities.
About Organizacion Terpel S.A.
Organizacion Terpel S.A. is a privately held Colombian oil and gas company founded in 1968. Formerly known as Terpel Bucaramanga, the company changed its name to Organizacion Terpel S.A. in 2001. Based in Bogota, Colombia, Organizacion Terpel S.A. distributes and sells fuel products for automobiles, aircraft and motorboats. It also produces and sells lubricants for marine and industrial use as well as for vehicles using diesel, gasoline and natural gas; and distributes natural gas for vehicles in Colombia, Mexico, Peru and Chile. The company also offers fuel and lubricants to sugar mills, oil and mining markets. The company operates service stations in Colombia, Ecuador, Chile and Panama. It also manages fuel supplies for two airports in the Dominican Republic. Organizacion Terpel S.A. is a subsidiary of Sociedad De Inversiones En Energia S.A., which is a subsidiary of Compania de Petroleos de Chile COPEC S.A.