The logo of Australian ASX-listed supermarket group Woolworths has been changed for the New Zealand market.
The brand now sports a silver fern, a symbol of the land of the long white cloud since the 1880s.
“Our latest brand work for Woolworths has launched in NZ,” said Re.Design, part of M&C Saatchi, on its Instagram page.
“To bring renewed freshness, we’ve optimised the brand’s core elements including introducing a brighter logo, more legible word mark, an inclusivity first type suite and a more accessible colour palette.
“The fresh food feeling now live in NZ.”
The shopping site for Woolworth NZ still shows the old logo.
The original logo was created by corporate brand and design agency Hulsbosch in 2009. A spokesman wouldn’t comment on the change in the logo when contacted by AdNews.
The New Zealand business has been transforming to the Woolworths brand since April. a
Woolworth NZ is underperforming its Australian cousin.
The food retailer decided to impair NZ$1.6 billion of goodwill in the half year to December with EBIT (earnings before interest and taxes) down 42% to NZ$71 million.
In a trading update for the March quarter, New Zealand food total sales increased by just 0.2%, impacted by materially lower inflation and stiff competition.
M&C Saatchi Group's design and experience agency created a new brand identity for Woolworth Group two years ago “to better symbolise its evolution and what its collective businesses and platforms stand for today”.
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