Par Hawaii Inc., one of the largest owners of gas stations and convenience stores in the Aloha State, is re branding many of the stations from the 76 and Tesoro brands to the new “Hele” brand at a cost of $4 million, its top executive told Pacific Business News.
Jim Yates, president of Par Hawaii, announced recently that it is moving forward with its new brand, “Hele,” a Hawaiian word that means “to go” in English. A new tagline and a new name for its convenience stores remain to be announced, said the report. “We were looking for something dynamic and local, and it’s going to be a new look that the community will love,” Yates said. “It’s also part of our continued investment in this market.”
Par Hawaii said it looked at about 80 different names before settling on Hele. “We wanted a Hawaiian sense of place, but we didn’t think it needed to be a Hawaiian word,” said Yates. “We had the option to continue on with the Tesoro brand, but this allows us to control our own destiny.”
Par Hawaii has 97 locations across the state, most of which are 76 branded, said the report. Eric Lee, vice president of retail for Par Hawaii, told the newspaper that of these 97 stations, 37 will be rebranded to Hele. The remaining 60 gas stations will keep the 76 name or be rebranded to 76. The Tesoro brand will disappear, he said.
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