The Bega Group needed a unified brand identity system following their 2021 acquisition of the Lion’s Dairy and Drinks portfolio. They needed to unite under a single cohesive group identity, 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, uniting the Bega Group as one.
