TrueBrand was engaged to develop a new brand for the joint venture between Tesoro Petroleum and Wal-Mart. Mirastar retail outlets are located exclusively at Wal-Mart stores throughout the western region of the country. TrueBrand created all elements of the brand identity, from the name and visual identity to the look of the retail facilites. The name, Mirastar, derives from the name of a type of bright star, from the Latin "wonderful," "miraculous." The "star" in the visual identity is a reference to the star in the Wal-Mart logo.