Creating a new chapter for an iconic brand

With its 155 year history, Arnott’s is a renowned and much-loved business in Australia. It has more than 2,300 employees across the country and produces some of the most loved biscuit brands including Tim Tam and Shapes. Arnott’s was acquired in 2019 by US private equity firm KKR, as part of the sale of Campbell Soup Company’s international brands division.

This meant that the newly formed The Arnott’s Group needed to remove the Campbell’s component from its corporate branding and mark a new chapter as an innovative, independent business. Such a significant shift opened the Arnott’s Group to the risk of running into a ‘Brand Soup.’ This can commonly occur when businesses merge or are acquired and suddenly there are multiple disparate brands within an organisation and seemingly not a lot of clarity around what they do or the value they add.

To escape the pits of a brand soup its vital to define your vision. The market is crowded and easily saturated. To stand out and maintain relevancy to your customers a clear vision needs to be developed for your brands. In tow, to strengthen and harness their inherent value in the minds of customers.
So the Arnott’s Group engaged the Edison Agency to help create a new identity that would unite its people and support future growth as it diversifies and expands across the Asia-Pacific region.

Chief Executive Officer of The Arnott’s Group, George Zoghbi knew the corporate identity –encompassing the logo, stationery, office signage and other elements – was a powerful way to communicate this exciting new direction to staff, stakeholders and consumers.


While collaborating with the team at Arnott’s we were able to help them preserve their iconic and heritage brand. Resulting in a corporate brand and identity that included:

  • Uniting the family of brands and supporting growth plans as it diversifies and expands across the Asia-Pacific region
  • Communicating its exciting new direction to staff, stakeholders and consumers
  • Evolving the corporate culture in a positive way, while reassuring and motivating staff
  • Providing the business with the space to expand its footprint of products and brands

Ultimately culminating in a clear identity with a distinct logo and brand design system. A unique brand book that detailed various bespoke templates and tools as well as an array of internal stationary and print and workplace branding.

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