Z Energy says the $60 million rebrand and refit of its service stations should pay for itself within five years.
The New Zealand Superannuation Fund and Infratil-owned company had piloted 10 of its more than 220 stores under the Z brand, and says it received strong customer backing and brand recognition.
The Z brand rollout will cost $60 million, and include changing 210 retail service stations and 90 commercial truckstops.
Z's marketing manager Jane Anthony says the store rebranding will cost $35 million and will be completed in nine months, while the refitting of 100 stations will cost another $25 million and take until the end of next year.
She says the new brand is based on last year's research which involved 17,000 customers.
Z's chief executive Mike Bennetts says as well as positive customer feedback, the 10 pilot sites also reported more fuel sales.