Bega Group Corporate Identity
Client Bega Group
  • Brand Positioning
  • Brand Vision Workshops
  • Brand Story
  • Brand Identity Design
  • Visual Language Systems
  • Brand Books
  • Wayfinding and Interior Branding
  • Hype Reels
Scope of Work Identity Strategy / Branding / Visual Identity System / Brand Book / Wayfinding

Uniting Bega as one through a new brand positioning & identity

The Bega Group is a proudly Australian owned purpose-led business, who for more than a century have been proud gatekeepers of iconic Australian brands like Vegemite, Dare, Dairy Farmers, Farmers Union, Zooper Dooper and more. With their heart still grounded in their Bega Valley origins – they are a truly national business but with a local mindset.

Prompted by the 2021 acquisition of the Lion’s Dairy and Drinks portfolio, Bega Group needed strategy and a new brand identity system that would unite all their business units as a single group. They engaged The Edison Agency to develop the strategy and new brand identity system – from brandmark to truck livery – to capture the humility and social purpose sitting at the heart of the Bega Group culture.

The Bega Group is a rare find in business today – strong, innovative but exceptionally humble. Edison’s role in this project was to gather the insights and create a blueprint for change that was iterative and engaged key functions of the business to create a collaborative brand solution that reflected the needs of their people, many of whom have been with the business for more than a decade.

The visual identity evolved from the business’ commitment to growth and humility, and in separating the corporate brand from the product brand (particularly cheese), Edison’s solution was able to reflect the true scale of the group across their Foodservice, Nutritionals and Ingredients, Dairy and Drinks and Foods portfolios. As a purpose-led business ourselves, we are proud to have been trusted with such an important junction in time for this Aussie success story.

“The new brand language is a symbol of our commitment to transformation through social impact.  Historically, our corporate profile has been intrinsically linked to our cheese brands but now we have the opportunity to celebrate so much more – great brands, an innovative culture, commitment to our people, farming community and partners. One of the most important attributes of the new corporate design is the creation of a bespoke signature to bring our purpose of “Creating great food for a better future” to life as the hallmark rally cry. We are proud of the new design– it’s fresh, dynamic and warm and sets the business up for an exciting next chapter of growth.”

Darryn Wallace, Executive General Manager (Dairy and Drinks)

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