Arnott’s engaged The Edison Agency to create an identity system reflecting their brand vision: “Nurture more moments of real connection.” The goal was to establish a clear vision and voice to unlock the brand’s potential for the future.
The objective was to ensure cohesive design and brand voice across all communications. Using human-centered design tools, Edison redefined the brand’s voice, narrative, and the role of each brand in the portfolio. This collaborative process involved agency partners and brand marketers to maintain the cultural, social, and historical relevance of this iconic Australian brand.
The design and bespoke hand-drawn illustrations capture the emotional sentiment of a brand integral to Australian life for over 100 years. The new identity system preserves the spirit and truth of Arnott’s while looking to the future, ensuring the brand continues to resonate with generations.
The new identity system is both a business tool and a human rally cry, highlighting the importance of Arnott’s in Australian culture. The refreshed brand voice and narrative foster deeper connections, honoring Arnott’s legacy and setting the stage for future growth.
