Fueling Change - From Caltex to Astron Energy

For decades, Caltex fuel stations were a familiar sight across South Africa. But did you know that Caltex was not locally controlled. It was owned by Chevron. Caltex had a strong heritage, it represented a global oil corporation. 

Although the end of the licensing agreement only officially ended in 2024. Astron decided not to renew its right to use the Caltex name prior and in 2021 announced that they would instead rebrand all Caltex service stations in South Africa and Botswana to Astron Energy. This meant the company needed a new brand identity that it could own completely, without paying licensing fees or being tied to a foreign company. They would then gain full control and independence over brand, marketing, and business direction. This rebrand phase took place over 2022 and 2023.

Astron wanted to create a brand that speaks and connects emotionally to South Africans, a brand that reflects local culture, and one that feels like it is moving with the modern times. It was about positioning the company as South Africa’s very own energy brand. The redesign replaced Caltex’s red, white, and blue star with a fresh look with vibrant and eye-catching orange and purple.

It is now bold, modern, and distinctive , representing energy, diversity, and progress. Stations were reimagined with clean future-facing architecture, dynamic gradients, and digital-ready design, especially important in an evolving energy sector moving toward renewable and smart tech. 

By shedding the Caltex identity, Astron gained freedom to innovate, market, and expand without the constraints of a global license.They can now focus on local partnerships, innovation in fuel technology, and community investment programs. Full brand control and long-term growth potential.

The rebranding rollout wasn’t just about new colors. It was about a customer experience. About aligning with the Future of Energy. The new identity subtly hints that Astron Energy is more than fuel but rather an energy brand. An energy brand that stays relevant as the world shifts to cleaner and smarter energy solutions. 

People don’t just see a new logo, they feel the brand change in service quality.