The fresh food people


The previous Woolworths logo had become tired and outdated for today's savvy consumer and their new shopping experiences.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.


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.


stores have been implemented in Australia and New Zealand


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 and it was ranked in the top 5 Australian logos of all time.


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

The full case study

"Brand is everything for a consumer-facing business like Woolworths Supermarkets. Thanks to Hulsbosch we have been blessed with a logo that powerfully captures the very essence of our brand. It has stood the test of time and more than that, has become an icon in the Australian landscape.”

Brad Banducci, CEO
Woolworths Group