The changes affect more than 900 locations in the Southwest.
Alon is spending $200,000 on the rebranding as part of $750,000 in location improvements in Farmington, the company said in a news release.
"Our movement to the Alon brand name sends a clear message of opportunity to 7-2-11 and to the Farmington community," said Kyle McKeen, president and CEO of Alon Brands.
"As we continue to demonstrate our commitment to innovation, customer service and support to convenience store owners, operators and distributors, we're excited about the future," he added.
Founded in 1956, the 7-2-11 stores are owned by a Farmington family, the Frazers.
The Frazers own 22 stores and have 120 employees in New Mexico, Colorado and Arizona. In addition to its convenience store business, the Frazer family also owns local storage facilities, strip shopping centers and laundromats, and supports several local organizations.
The company is looking forward to its partnership with the Alon brand, said Mark Frazer, secretary of 7-2-11 Food Stores.
"We've always thought 7-2-11 and Fina were a good match, but now that we've had a chance to see Alon's new image package, we feel we have an even better fit," Frazer said. "We look better than ever and are excited to see how this unfolds for us in the future. We've found Alon Brands to be a strong, innovative partner that shares our desire to help and give back to our community."
Headquartered in Dallas, Alon Brands markets Alon fuel at more than 600 distributor-serviced locations in the Southwest, and another 300 company-owned locations.
"On behalf of the people of the city of Farmington, I'm pleased to recognize the commitment and further investment that Alon Brands and 7-2-11 are making in our community through this rebranding initiative," said Farmington Mayor Tommy Roberts. "With the support of the Frazer family and relationships with strong partners like Alon Brands, 7-2-11 will continue to play an important role in the city of Farmington."