Hawaii's Tesoro gas stations to be replace by Hele and 76 brands
Par Hawaii Inc., a large Hawaiian fuel retailer, is rebranding its gas stations from 76 and Tesoro to Hele at a cost of $4 million.
Hele, a Hawaiian word that means “to go” in English, will be the new brand of 37 of the company´s fuel stations. The rest of the 97 sites Par Hawaii has in the state will remain or be rebranded as 76, with the previous brand Tesoro disappearing from the market.
The information was confirmed by Eric Lee, vice president of retail for Par Hawaii, to local publication Pacific Business News.
“We were looking for something dynamic and local, and it’s going to be a new look that the community will love,” commented Yates in reference to the new Hele brand.
In the last three years Par Hawaii has purchased Tesoro Corp.´s Hawaii operations and the parent of Mid-Pac Petroleum, the exclusive licensee of the 76 brand in the state.
