Dozens of Tesoro and 76 gas stations will be renamed “Hele” in the coming weeks as owner Par Pacific Holdings, Inc. rebrands some of its gas stations in Hawaii.
Some 25 Tesoro-branded stations and 12 76-branded stations are being converted to Hele stations. Hele means “to go” in Hawaiian. Par Pacific owns 128 gas stations in Hawaii.
The company said the conversion process of all of the stations is targeted for completion by December. The company is rebranding 27 on Oahu, four on Maui, three in Hilo and three in West Hawaii.
The total investment in the rebranding process is $4 million.
The company said motorists will see the transformation of the stations over the next several weeks. The rebranding includes changing the station canopies, fuel price signage, fueling stations, and pump dispensers.
Par Hawaii, Inc. and Par Hawaii Refining, LLC are subsidiaries of Texas-based Par Pacific Holdings, Inc. and are headquartered in Hawaii.
Par Hawaii acquired the 94,000-barrel Tesoro refinery in Kapolei in September 2013. In April 2015, the company bought Kokooha Investments — the holding company that runs Mid Pac Petroleum, the exclusive marketer of the 76 brand in Hawaii.