Woolworths has today unveiled its new look as part of an Australia-wide rebrand, which is being rolled out across its 780 supermarket stores. 

In Mays issue of Marketing, Scotland wrote a long feature all
about the need for the major players to bring a more entertaining and
engaging experience to the Australian supermarket shopping environment,
and this announcement by Woolworths shows that the need for more
innovation in the industry is being taken seriously and acted upon.

Woolworths general manager of marketing, Luke Dunkerley, said that
the rebranding reflects Woolworths’ commitment and track record of
providing Australian shoppers with quality fresh food and groceries at
competitive prices.

We are rebranding stores to retain our leadership position in what
is an extremely competitive market. We have only achieved this
leadership position by ‘walking the talk’ and Australian shoppers are
voting with their feet, he said. The refurbishment of the
supermarkets that is accompanying the rebranding will deliver customers
wider aisles, brighter supermarkets and a more pleasant shopping

Twenty one years after the introduction of The Fresh Food People, the company will introduce a new icon reflecting Woolworths’ strong commitment to fresh food, convenience and value for customers. The new branding was created by leading designer Hans Hulsbosch of the Hulsbosch Agency who recently updated the iconic Qantas identity.

It introduces a new icon that symbolises several aspects of the Woolworths brand:

  • It is a stylised ‘W’ for Woolworths with the addition of an abstract leaf symbol representing fresh food
  • It is reminiscent of one of the most famous Woolworths logos of the 1970s
  • It represents a person – as in “The Fresh Food People” and the Woolworths focus on its customers.

As part of the move, Woolworths will become be a truly national brand with its Safeway stores in Victoria adopting the Woolworths name. This will align the company’s Victorian supermarkets with Woolworths’ national network. 

What do you think?

  • The next issue of Marketing magazine is focusing on design, and we want to know what you think of the new logo?
  • Does anybody elese think that it looks like an apple? How important is the logo design of a supermarket anyway?
  • Arent we all more interested in everyday low prices and less range rationalisation?