The Arnott’s Group sought a new brand identity to honor its unique Australian heritage while transforming its presence for future growth across the Asia Pacific. This new identity aimed to reflect the company’s legacy and its vision under new CEO George Zoghbi.
The new identity system needed to be proud and bold, symbolizing Arnott’s commitment to sustainability, equality, and diversity. It aimed to celebrate over a century of hard work and innovation while marking a new chapter for the business as it expands across the Asia-Pacific region.
The Edison Agency reviewed the existing corporate brand, examining its tone of voice, design application, and continuity across all touchpoints. The new identity strategy was built on the foundation of Arnott’s emotional legacy, with a focus on diversity and unity. The logo was designed to capture genuine intent for positive change and reflect the company’s strategy to build a progressive multi-national consumer food business.
The new brand identity positions The Arnott’s Group for future growth while honoring its storied past. It reflects the company’s commitment to innovation and positive change, uniting its current and future portfolio of leading food brands.
