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Woolworths Group
Brand Identity, Signage, Motion
Location
Australia + New Zealand
Creating a new brand for Woolworths Group meant distilling an incredibly far-reaching Group of businesses into a design solution that is clear, meaningful and distinct. From retail logistics and analytics to payment technology and mobile plans, each business in the Woolworths Group needed to be brought together under a single brand.
The power of ‘We’
The lines of the new Woolworths Group logo were inspired by ripples, with each moving outward creating consecutive waves of impact. The lines also create a series of ‘W’ shapes, nodding to the Woolworths Group name and the deeper focus on ‘we’.
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The new Woolworths Group logo is complemented by a completely new design system including a bespoke typeface, a vibrant and energetic colour palette and fresh tone of voice.
Inline with the development of the new Woolworths Group brand ID a bespoke typeface has been developed. Better Sans’ unique charactoristics of the typeface links back to the brand idea of collective impact. Two custom varients of Better Sans allow for expressive and conservative expressions of the typography to allow for flexibility across all types of brand communications.
Developing an illustration style was also a vital part of the design system. Illustrations can visually articulate topics in an easy and digestible way.
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