With the sale of the New Zealand ‘Shell’ service stations came a moment of significant decision making. Should the internationally recognised ‘Shell’ name and trademark be retained, or should a new brand be invested in? Both the short and long-term options involved significant cost and needed to be thoroughly investigated.

In the short term, the ‘Shell’ brand would continue to have immediate recognition, but the ongoing brand usage licence fees would offer no long-term solution, while the development of a new name, identity and renewal of service stations and signage would require significant financial outlay. Investment in this option would, however, result in an ownable brand of substantial value. The corporate name became ‘Z Energy’, and retail brand ‘Z’. This provided an instantly recognisable and relevant symbol. The initial letter ‘Z’ from the country’s name also expressed the frequently travelled winding roads in New Zealand.

While the brand name changed, there seemed to be great opportunity in the retention of the yellow and golden hues related to the departing Shell brand. This retained some familiarity and at the same time held a distinct and recognisable colour position amongst local competitors in the petroleum marketplace.