The fresh food symbol
The old Woolworths logo had become tired and outdated for today's savvy consumer and their new shopping experiences.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.
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.
"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