January 21, 2015 09:30 ET

Miller Oil Selects CBX to Update Graphic Identity

CBX to Handle New Identity Program for Virginia Chain's Stores and Fuel Centers

NEW YORK, NY--(Marketwired - Jan 21, 2015) - CBX, the brand agency and retail design consultancy based here, has been retained by Miller Oil, the family-owned operator of more than 50 fuel centers/convenience stores in Virginia, to update graphic identity for its retail network.

"The Miller name has enjoyed great recognition in the markets it serves ever since Gus Miller opened his first Miller Mart in the 1980s," said veteran c-store designer Joseph Bona, CBX president of branded environments. The Norfolk-based chain's stores can be found from Virginia Beach to Manassas, Va., but its community presence can be felt through the Miller Oil Foundation, which benefits children's charities, domestic violence shelters, assisted living centers, the arts, and more.

In the intervening years since the first Miller Mart -- now called Miller's Neighborhood Market -- opened, national chains have entered the market, Bona explained. "The national competition has stiffened over the years," he noted, "and the family understands the need for its identity to speak with one voice."

CBX teams will update the existing script Miller logo and identity standards for use on fuel pumps, pylons and canopies. Inside, the new Miller identity will be used for wayfinding, point of sale and food and beverage service signage. The chain's on-the-go beverage offerings include Miller's Choice coffee and tea, along with Miller's Chiller fountain sodas. The stores also offer snacks, fresh fruits, pantry basics and toiletries.

"As Chairman of NACS, I learned the value of studying not just the competition in the US, but being aware of international trends as well," said Jeff Miller, President of Miller Oil Company. "Joe Bona and CBX bring a global perspective to convenience retailing that I believe will help us thrive in the highly competitive marketplace here in southeastern Virginia."

About CBX
CBX specializes in creative marketing services including: branding, retail design, packaging and promotional programming. The company, with its current staff of more than 160 employees, was founded in 2003 and has a client base that includes: Dr Pepper Snapple Group, General Mills, Kimberly-Clark, Scotts Miracle-Gro, A&P, Pathmark, Saks Fifth Avenue, Lord & Taylor, Shinsegae, Walgreens and Wawa. In addition to its New York City headquarters, CBX has offices in Minneapolis and San Francisco. CBX was named a "Design Firm of the Year" in Display & Design Ideas magazine's 2013 Portfolio Awards.

About Miller Oil Company
A.C. "Gus" Miller founded Miller Oil Company, Inc. in 1977 when he purchased Exxon's home heating oil business in Norfolk, Va. The company grew steadily in the 1980s and was named to Inc. magazine's list of 500 fastest growing companies three times. Miller Oil Company began its expansion into the convenience store and gasoline retailing business with the opening of its first store in the 1980s. Today, the company's c-stores can be found from Virginia Beach to Manassas, Va. Miller Oil Company continues to be a family-run business with Gus Miller as CEO. Son Jeffrey Miller is president and son Keith Miller is senior vice president.