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Maxol invests in £40m expansion

27 March, 2013

Maxol has awarded a contract worth £1m to Belfast company, Totalis Solutions, to provide signage for the reimaging of its service station network in Northern Ireland.

Maxol is investing a total of £40m in an expansion of its all-Ireland network and the roll-out of a new brand identity on its forecourts.

Totalis Solutions, which has been in operation since 2011 and employs 120 people, will manufacture and install the new forecourt image.

Each element of the new Maxol forecourt consists of a colourful logo, known as the “Brio” supported with the brand’s new positioning line ‘At the Heart of It’ reinforcing Maxol’s longstanding role in local communities where it provides fuel and convenience shopping.

Alan Pollock, Maxol’s group premises development manager, who is responsible for the reimaging of 225 service stations across the island of Irelandm, said: “Maxol is a family owned business which operates exclusively in Ireland and has always had the business ethos of supporting local manufacturers and contractors where possible.

“Following a tendering process we’re delighted to have Totalis Solutions on board and to use their expertise to bring to life our new look across Northern Ireland. The ‘Brio’ project is one of the most exciting and largest investments Maxol has made in its forecourt imagery in recent years and presents a significant opportunity for local contractors, such as Totalis, at a time when many of our competitors are not investing.”

To date Maxol has introduced its new brand identity, which was officially launched at the beginning of the year, to 60 sites across the island of Ireland and expects to introduce the new brand image to the remaining 165 service stations by mid 2014.