Designer Hans Hulsbosch has detailed how he came to create the radically different new brand identity for Woolworths. 

The new image will be rolled out across Woolworths’ 780 outlets across Australia and New Zealand in all exterior and interior signage, staff outfits, stationery, packaging and all forms of marketing. 


Only two companies were invited for the pitch - Hulsbosch and Ken Cato. 

“We did extensive overseas studies and compared ‘the fresh food people’ strap-line against any major retailer’s line. Not only did we found it to be the best line in the world, but also very relevant for years to come”, said Hulsbosch. 

After consultation with staff and management of Woolworths and many hours of brainstorming, Hulsbosch developed the new logo combining the three key elements of the famous strap-line. ‘W’ for ‘Woolworths’, the colour green and fruit for ‘the fresh food’ and a person with arms in the air – food is energy for ‘people’. 

“I spent many weeks working up the best solution to create a totally fresh image for Australia’s clear retail leader, whose branding was lagging behind the rest of the state-of-the-art operations developed by Woolworths’ management team. 

“In close collaboration with Michael Luscombe, group MD, Naum Onikul, director of supermarkets and Luke Dunkerley, GM marketing supermarkets and corporate, as well as Angela Baglin, Steve Harrington and Steve Smith in my office, we developed the new identity and then tested it in focus groups. 

“The reaction from those groups across a wide range of demographics and regions was so positive it confirmed our belief that we had found the right solution for the retailer. The test showed that the new identity successfully communicates positive values to customers. 

“Key associations are fresh, simple, interesting and modern. It suggests a more positive shopping experience, more of a variety of interesting items and more of a focus on the freshness and quality of the produce,” he added. 

Hulsbosch, is well known locally and internationally for his re-design of the flying kangaroo for Qantas, and was also responsible for the branding and signage of Qantas’ latest aircraft - the Airbus A380 – scheduled to arrive in Sydney next month. He has also designed major identities including P&O Cruises, The Australian Ballet, Taronga Zoo, Nylex, Foxtel, MLC, Perpetual, FreeTV, Marbig and big packaging brands like Arnott's Thins, Gatorade, Kleenex and Reckitt Benckiser's Dettol, Disprin and UV triplegard.
Hulsbosch said: “Together with Qantas, the Woolworths win and launch is one of the great highlights of my career, as I have collaborated with some of Australia’s smartest corporate, retail and marketing minds." 

He says the new logo will act as an icon the whole company can really get behind and move forward.
"It has been designed to last for the next 30 years and is another great leap on the competition."