Largest Australian Grocer Redesigns Private Brand

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HomeBrand is set to be redesigned this year

In a continuing worldwide trend, of Private Brand expansion, redesign and relaunch Australia’s largest grocer, Woolworths is set to undergo a major redesign.  Hulsbosch Strategy & Design who earlier this year created a new logo for the Australian grocer will redesign and update HomeBrand, the value tier brand, as well as Select, the National Brand Equivalent or mid tier brand. Their other Private Brands, Naytura, Freefrom and Organics, are relatively new and are not expected to change.

200px-woolworths_logosvgIn August of 2008 Woolworths unveiled its new look as part of an Australia-wide rebrand to be rolled out across its 780 stores. The new branding was created by leading Australian designer Hans Hulsbosch of the Hulsbosch Agency who recently

As part of the change, Woolworths will convert its Safeway stores in Victoria to the Woolworths name. According to a Woolworths press release:

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 experience.

“The rebrand will bring a fresh new look to supermarkets while continuing to offer customers the fresh food and exceptional value they have come to expect from Woolworths. It’s a new look with the same great value,” he said.

The redesign of Woolworths Private Brands would seem to be the next logical step in the evolution of this retailer.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.