The fresh food symbol

CHALLENGE

The old Woolworths logo had become tired and outdated for today's savvy consumer and their new shopping experiences. Woolworths wanted a modern identity that not only reflected their positioning as The Fresh Food People, but also helped forge their new direction to make grocery shopping an easy experience in a contemporary environment.

IDEA

This was the first time the Woolworths identity was redesigned in 21 years. The fresh, organic-shaped ‘W’ represents fresh food, energy, nature and a commitment to their heritage of being 'The Fresh Food People'. The new identity was rolled out across 1000 stores in Australia and New Zealand.

1000

stores have been implemented in Australia and New Zealand

IMPACT

The Woolworths rebrand is widely recognised as being one of the most successful in Australian history. Immediately after the launch sales jumped 6.5% to more than $12 billion in the quarter ended 31 March 2009. Since then Woolworths has continued to increase its market share and strengthen its position as Australia's leading grocer. The Woolworths identity was voted one of the top five rebrands in the world by brandchannel.com and it was ranked in the top 5 Australian logos of all time.

Awards

Marketing Magazine 2012
Ranked top 5 best Australian logo of all time

Brand Finance Institute 2011
Voted Australia’s most valuable brand

Mobius Award 2009
Outstanding Creativity – Corporate Identity

Brandchannel.com
Ranked as one of the top 5 rebrands in the world 2008/09

"The brief to Hulsbosch was to create a new brand that emphasises Woolworths as 'the fresh food people'. They achieved this brilliantly."

Michael Luscombe, Former CEO, Woolworths Limited

OTHER WORK