Project Overview
Uniting Bega as one through a new brand positioning & identity.
Prompted by the 2021 acquisition of the Lion’s Dairy and Drinks portfolio, Bega Group needed strategy and a new brand identity system that would unite all their business units as a single group. They engaged The Edison Agency to develop the strategy and new brand identity system – from brandmark to truck livery – to capture the humility and social purpose sitting at the heart of the Bega Group culture.
Project Commissioner
Project Creator
Team
Amber Bonney - Founder, Head of Strategy
Andy Ashton - Innovation Director
Brian Llagas - Design Director
Caitlin Preyser - Designer
Vivian hu - Designer
Niki Beeston - Senior Account Director
Liz Archer - Account Director
Matthew Oconnor - Senior Finished Artist
Project Brief
The Bega Group is a proudly Australian owned purpose-led business, who for more than a century have been proud gatekeepers of iconic Australian brands like Vegemite, Dare, Dairy Farmers, Farmers Union, Zooper Dooper and more. With their heart still grounded in their Bega Valley origins – they are a truly national business but with a local mindset.
Prompted by the 2021 acquisition of the Lion Dairy and Drinks portfolio, Bega Group needed a new brand identity system and strategy that would unite all their business units as a single group. They engaged The Edison Agency to capture the humility and social purpose sitting at the heart of the Bega Group culture across a new-look corporate rebrand.
The brand relaunch sought to create impact through;
• better reflecting Bega Group’s business transformation ambitions, purpose-led initiatives and what their businesses units stand for today
• capturing the humility and social purpose sitting at the heart of the Bega Group culture
• increase the business’ link with the Bega Valley and its transformative circular economy initiatives
• evolve the corporate brand, symbolising the shift from its long history in cheese to a multi-category food, beverage and ingredients business
Project Innovation/Need
Bega Group CEO, Paul van Heerwaarden, said: “Following several acquisitions in recent years and a significant transformation of the company, it was important that we represent the Bega Group of today and how we continue to serve all Australians with great food for a better future. Working closely with Amber and the team at the Edison Agency, they were able to capture this in the new design that we are very proud of. “
The new Bega Group identity was a project that evolved from the heart of the Bega Valley itself – initiated by a consumer and stakeholder research project led by The Edison Agency and strategic research partners, Pollinate. The research gained much needed insight into the perceptions of both the corporate and consumer Bega brands – identifying a key opportunity to increase the corporate brands link with the Bega Valley and its transformative circular economy initiatives.
Following an extensive insights-led process, Bega Group felt the time was right to evolve the corporate brand from red to green, symbolising the shift from its long history in cheese to a multi-category food, beverage and ingredients business. Existing product brands (including on cheese and Bega peanut butter) will continue with its trusted red logo but the new Bega Group identity will serve to unite all business units as a single Group, following the 2021 acquisition of Lion’s Dairy and Drinks portfolio.
Design Challenge
The Edison Agency developed the strategy and new brand identity system to capture the humility and social purpose sitting at the heart of the Bega Group culture. The evolved brandmark reflects the business’s authentic connection to its home in the Bega Valley, an important part of the business’s iconic history as one of Australia’s oldest dairy producers. Showcasing their commitment to the Australian environment, it’s people and farming communities - the new brand signifies change for a “better future”.
Amber Bonney, says “The Bega Group is a rare find in business today – strong, innovative but exceptionally humble. Proudly Australian, the business is responsible for some of Australia’s most trusted brands like Vegemite, Bega Peanut Butter, Dairy Farmers, Dare and Big M.
Our role 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.
In separating the corporate brand from the product (particularly cheese) brand we are able to reflect the true scale of the Group across their Foodservice, Nutritional’s and Ingredients, Dairy and Drinks and Foods portfolios."
As well as a new brandmark, Edison developed a comprehensive new print and digital design system including a bespoke purpose signature, dynamic new colour palette, photography image bank, infographic library, wayfinding, truck livery and marketing collateral templates
Effectiveness
Darryn Wallace, Executive General Manager (Dairy and Drinks), added: “The new brand language is a symbol of our commitment to transformation through social impact. Historically, our corporate profile has been intrinsically linked to our cheese brands but now we have the opportunity to celebrate so much more – great brands, an innovative culture, commitment to our people, farming community and partners. One of the most important attributes of the new corporate design is the creation of a bespoke signature to bring our purpose of “Creating great food for a better future” to life as the hallmark rally cry. We are proud of the new design– it’s fresh, dynamic and warm and sets the business up for an exciting next chapter of growth.”
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details